Despite anti-waste efforts in stores, a significant amount of food still ends up being discarded when it reaches its expiration date, with significant environmental consequences.
In response to this issue, SuperMax, Puerto Rico’s largest supermarket chain, developed an educational Instagram filter designed to educate consumers about alternative uses for expired products.
Devised by De la Cruz Ogilvy agency, the Reusables campaign seeks to transform the notion of ‘use by’ dates into opportunities for repurposing expired items. This initiative serves a dual purpose – giving overlooked foods a second life and promoting awareness of recycling methods for both contents and containers.
The augmented reality-based filter uses image recognition to identify the product and its label, allowing users to explore different ways they can positively contribute to the environment by repurposing the item. For instance, black sugar can be repurposed as an exfoliating body scrub, oats can help eliminate unpleasant fridge odours and fresh milk can be used to neutralise ink stains on clothes.
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