TOO GOOD TO BE WASTED
Campaign for Too Good To Go Italy
Concept, Creative Development & Design: Abdul Hye, Tanja Kirschner & Cecilie Stoltenberg
Motion: Roberta Leoni & Samuel Asenjo
30 minutes. 460 tonnes of food wasted. One everyday opportunity to do something about it.
We turned the 30 minutes average wait for a train into a reason to save food - bringing Too Good To Go into stations across Italy.
2026
Turning departures into pick-ups.
For the digital departure screens, we created a bespoke execution inspired by the visual language of the boards themselves. Instead of trains and departure times, the screens displayed participating Too Good To Go partners and their Surprise Bag collection windows - turning familiar station information into an invitation to save food while you wait.
What if waiting for your train became time well spent?
Ahead of the International Day of Awareness of Food Loss and Waste, Too Good To Go partnered with Grandi Stazioni Retail to turn an everyday moment of waiting into an opportunity to save food.
On average, travellers spend around 30 minutes waiting at a station. In that same amount of time, more than 460 tonnes of food are wasted across Italy — roughly the weight of an entire high-speed train.
We used that connection to make the scale of food waste tangible and relevant to the station environment. Under the message “Too Good To Be Wasted - At the Station,” the campaign encouraged travellers to make something good out of their waiting time by rescuing a Surprise Bag from participating station partners.
The campaign ran across nine major Italian stations: Bologna, Florence, Genoa, Milan, Naples, Rome, Turin, Venice and Verona.
