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Spoiled
The average American family
throws away 22% of their
weekly grocery shopping.

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strategy 04 CAUSE
05 NAME
06 ANGLE
07 AUDIENCE
08 LOCATION
09 ROLLOUT
cause
Food waste is responsible for
billions of wasted dollars and
contributes to 1.5% of annual
greenhouse gas emissions. A
large chunk of this food waste
is a direct result of food that
is thrown away because it
has spoiled before it could be
cooked or eaten. This has far-
reaching negative impacts on
the environment, the economy,
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and food inequality. Spoiled
Rotten is a campaign that is
focused on reducing this food
waste by educating the public.
By informing people about
the realities of food waste and
empowering them to reduce it
in their own household, Spoiled
Rotten hopes to build small
lifestyle habits that make a huge
difference.

name
The name “Spoiled Rotten” is a
play on the consumer culture
and capitalism that defines the
Western world. Americans, for the
most part, are “spoiled rotten” in
the sense that they have
reliable and secure access
to food. They are able to visit
grocery stores and purchase food
for incredibly low prices. This
often leads to overbuying and
lack of consideration for the
impacts that said overbuying has
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on the environment.
The other aspect of “spoiled
rotten” is, of course, the food
itself. Overbuying and lack
of planning will often lead to
food spoiling before it can be
consumed or cooked. The aim
of this campaign is to raise
awareness of the wasteful
indulgence practiced by most
Americans and reduce the
impact that this has.
angle
This campaign will be executed
by helping people take the steps
needed to reduce their individual
food waste. It will provide a
friendly and approachable
identity that is recognizable and
encouraging. Statistics and facts
will be utilized as an appeal
to logos, while environmental
responsibility will take advantage
of ethos. The campaign is meant
to inspire hope and the possibility
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of a better future for our earth,
but only if the viewer takes
action and does their part. I want
people to notice the collateral
of the campaign when they are
shopping or cooking; some of
the rollouts include refridgerator
magnets, reusable shopping
bags, collateral in and around
grocery stores (carts, signage),
and throughout the urban
landscape (bus stops, billboards).

audience
The campaign is primarily
targeted towards those who
are doing their own shopping
and cooking and are already
environmentally concious,
though they may not understand
how their habits can influence
the environment. It will provide
them with easilly accessible
resources so that they can act
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on their awareness. The intended
audience is preferably 20-40
years of age and lives in an urban
area. The general feel and the
loacation of the rollout will cater
towards these demographics.
Building good habits among
this demographic will be an
investment in the future health of
the earth.
location
Spoiled Rotten is targeted
towards people in urban areas,
and the collateral was created
specifically with Boston in
mind. The goal is to have the
campagin interspersed where
the messaging matters most. A
few examples of this are having
posters at a bus station, so that
people have time to read and
process statistics as they wait
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for a bus. Another location is in
grocery stores: having collateral
located on signs near the
produce and on carts will garner
attention right before people
are doing actions related to the
campaign. Along these lines, the
collateral will also be mailed as
postcards so that the audience
will have information and
resources available at home.

rollout
The rollout for this campaign
is heavily influenced by the
location. As mentioned in the
“location” section, the items
should be relevant to where they
are placed in the world in order
to have maximum impact on
people’s lifestyles. Some of the
collateral of the rollout includes:
bus ads, posters, refrigerator
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magners, postcards, recipe cards,
grocery lists, and shopping bags.
The idea is that each of these
will work together to provide a
comprehensive, informative, and
influental campaign. All of these
itmes will be utilized on a website
that synthesizes the information
and resources available.
Food waste accounts for about
4.4 gigatons of greenhouse gas
emissions per year.

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brand 12 LOGO
13 COLORS
14 TYPEFACES
15 IMAGERY
16 ILLUSTRATION
20 MESSAGING
21 TONE
logotype Spoiled
The Spoiled Rotten Logo is meant
to convey an ironic tone: its
inviting nature belies the critical
message of the campaign. It is an
overexaggerated cursive, meant
to portray an immature sense of
entitlement.

Spoiled
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colors
primary

#A1CFCC #F79451 #FFFFFF

secondary

#FEE35C #CD9E7E #252630

typefaces
headings
Century Gothic As Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Pro Bold Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9

body
Century Gothic As Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Pro Regular Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9

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imagery
The imagery is used primarily on
the website to complement the
illustrations. It adds a bit of color
and character in order to draw
the eye through the website.
Since the site is set up in a linear
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manner, it is important that
the eye progresses along the
sequence in a logical manner.
The imagery is meant to accent
certain items in a linear path.
illustration...

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...spoiled rotten
messaging
The messaging surrounding
Spoiled Rotten is aimed at
piquing the curiosity of its viewers.
When someone sees a sign,
they should be intrigued enough
to look it up online. The facts
that are included in the poster
series let people know what the
campaign is generally about, so
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those who are already interested
in the topic are much more likely
to look into it further. Overall, the
collateral uses a combination of
statistics and illustration to convey
the message: food goes bad,
and that can be bad for the
environment and their wallet.

tone
The tone of Spoiled Rotten is a bit
stern, but ultimately hopeful. The
poster series focuses on being a
bit more sterile in its wording: they
present punchy facts to draw
the audience in and induce guilt
or regret for the way they’ve
disregarded their food waste.
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The postcard series is a bit more
hopeful; it provides an alternative
to a wasteful lifestyle by offering
resources and alternatives. The
website is a combination of those
two. It offers facts and solutions
to show that while the problem is
serious, the solutions are feasible.
Roughly one third of the food
produced in the world for
human consumption every year
gets lost or wasted.

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campaign 24 POSTERS & SIGNAGE

28 POSTCARDS
32 EXTRAS
34 WEBSITE
INFORMATION
posters & signage
This portion of the campaign is
meant to be informational. It is
located in places where people
are bored enough to read signs,
or have adequate time to do
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so: at the train station, bus stop,
or while grocery shopping. An
online search will bring up Spoiled
Rotten’s website to explain what
the posters are all about.
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CALL TO ACTION
postcards
These will be sent out in the
mail as both a call to action
and resource. They’ll be sent to
people on the mailing list as well
as random people in order to
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garner interest in the campaign.
These resources are meant to be
easy ways that the receiver can
change their habits in ways that
can make a difference.
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RESOURCES
extras
These will be sent out in the
mail as both a call to action
and resource. They’ll be sent to
people on the mailing list as well
as random people in order to
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garner interest in the campaign.
These resources are meant to be
easy ways that the receiver can
change their habits in ways that
can make a difference.
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SYNTHESIS

website
The website is a sythesis of all of calls to action, facts, and a few
the information and resources easy steps that can be taken to
of the campaign. It includes reduce food waste.

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LAUREN AQUINO
GRAPHIC DESIGN 2 // SPRING 2020
PROF. MARGARITA BARRIOS-PONCE

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