Find the Missing Spark
Campaign Concept for Too Good To Go
Concept, creative direction & design: Cecilie Stoltenberg
Copywriting: Cecilie Stoltenberg & Jess Harvey
In mature markets where over 80% of the population already knew Too Good To Go, the challenge wasn’t awareness - it was driving desire, talkability, and frequency.
“The Missing Spark” was a bold brand platform designed to reposition Surprise Bags as the ultimate relationship plot twist, tapping into dating culture to feel native to Gen Z and Millennials. By turning the bag into the unexpected “third wheel” (or new love interest) that keeps the spark alive, the idea aimed to create cultural cut-through and reframe Surprise Bags as a repeatable, exciting ritual rather than just a smart purchase.
Well received internally for its distinctiveness and strategic ambition, the concept explored how far the brand could stretch from functional to emotionally charged.
2025
Podcast/Radio Ad Script:
We’ve all been there.
You’re a couple years in, and the relationship spark has… well, kinda turned into a flicker.
You’re not fighting, but you're not exactly slow dancing in the kitchen anymore.
The biggest thrill? Arguing about what’s for dinner.
“What do you want?” “I don’t know. What do you want?”
Hot.
Here’s your rescue mission: Too Good To Go.
It’s the app that lets you grab Surprise Bags of surplus food from local spots — the good kind.
Like, mystery croissants from that bakery you pretend you don’t stalk on Instagram.
You show up with one of those?
Boom. Spontaneity. Laughing. Sharing dessert like it’s your third date.
You didn’t just save dinner — you saved the vibe.
Because babe…
Maybe you don’t need couples therapy.
Maybe you just need Too Good To Go.
Download Too Good To Go.
Save food. Save money. Save the spark.
Written by Jess Harvey
Tinder Native Ads
Entering the dating ecosystem, leveraging Tinder’s swipe deck to serve bold, cheeky ads.