Too Good To Go
Too Good To Go
I led concept development and execution for this campaign, creating a pitch designed to shift how Too Good To Go shows up.
Competing against an external agency, we won with two distinct directions built around a simple idea. Treat sustainability like a green flag in modern dating.
Execution 01: The Only Green Flag That Matters
Role: Concept & Copy
Channels: OOH, Paid Social, Digital
Objective: Reframe sustainability as a dating “green flag” and drive app consideration
Dating culture is obsessed with red flags. Astrology. SoundCloud rappers. Flat Earthers. Everyone has a dealbreaker. So we flipped it. What if the only green flag that actually matters is saving food? The campaign taps into dating language and swipe culture to position Too Good To Go as the ultimate green flag.
In a world of unpredictable matches, at least you know this one is a catch. By grounding sustainability in something culturally familiar, we made food waste feel social, relevant, and worth acting on.
Execution 02: The Missing Spark
Role: Concept & Copy
Channels: Paid Social, OOH, Digital
Objective: Show how Too Good To Go adds surprise and spontaneity to everyday routines
Dating can feel repetitive. Long-term relationships can feel comfortable.
Sometimes what’s missing isn’t the spark. It’s the surprise.
Too Good To Go becomes that unexpected third element. The small twist that turns an ordinary night into something worth remembering.
By framing surprise bags as the “spark” people are craving, the campaign speaks to both singles and couples.
It keeps the tone playful while reinforcing a simple truth. Saving food should feel exciting, not responsible.
Because we all love leftovers. Just not feeling like one.
