#ABiteWithPurpose – Interimage for Lidl
Lidl Bulgaria, a leading retailor and front-runner for sustainable business in the country, has launched together with Interimage a long-term socially responsible campaign with the hashtag #ABiteWithPurpose. Both informing and educating, its main goal is to carry out an in-depth public discussion on the topic of mindful food consumption. The campaign is based on the EAT-Lancet concept of Planetary Diet developed by scientists and advocating balanced food consumption in support of human health, of nature and the planet.
Contagious moto. Slogan-wise, we needed a powerful slogan to resonate with the publics drawing their attention to the importance of conscious eating. So we invented #ABiteWithPurpose.
Data first. We opened the campaign with a nationwide survey exploring eating habits in Bulgaria and the willingness of Bulgarians to adopt a model of mindful food consumption such as the planetary diet.
First Planetary Gala. We organized a planetary gala. Inviting key opinion leaders we showcased some of the survey’s findings. Chef Dimitar Tonchev curated a special planetary menu demonstrating ways to eat consciously with food supplies from Lidl – both tasty and affordable.
Engaging the press. Aiming at the wider public we staged a media event to present the outcomes of the eating habits survey. It offered insights to a wide range of media outlets and worked to amplify our message and raise awareness about conscious eating with the general public.