Don’t let food live its life in vain

Most Lithuanians recognise food wastage as a serious issue, but support for the Food Bank often lags behind more emotionally charged causes. To evoke emotion, we linked the desire for meaningful lives to wasted food. We created a 1.2% income tax campaign for the Food Bank featuring an elderly Carrot. Carrot’s story, “Life has passed… and I still haven’t been in a soup,” captured national attention through radio, TV, outdoor ads, and the internet. 3D animation brought Carrot and the supporting character Potato to life, making them a beloved character and prompting people to reflect on the lonely inhabitants of their refrigerators.