Keep it Fresh
Creative Direction | Concept | DesignA digital campaign tackling food waste in the UAE by embedding timely interventions into existing grocery shopping behaviour.
Young Lions UAE Shortlisted Entry — Digital Category, 2025
A native feature within grocery apps (Careem, Talabat, Noon, Instashop) that appears at checkout, delivering a food waste fact tied to an item in the user’s cart.
The objective is to create a timely intervention—meeting consumers when they’re actively purchasing food—to seamlessly guide them to better storage habits.
01
In-app pop-up
A dedicated platform where users can search for best storage practices for fresh produce, dairy, and other perishables.
Linked from the pop-up and reinforced through QR codes on grocery packaging, the objective here is to create an on-demand storage guide, making food waste reduction actionable and accessible.
02
Microsite
Social content series
03
A series of short-form, humorous videos where food narrates its tragic fate due to improper storage.
The objective is to make food waste personal and emotional by giving groceries a voice, turning food storage education into a compelling and shareable content experience.
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Reach out to me on: shermidh.design@gmail.com