CONCOQT (Hellmann's D&AD Brief)
In 2018, Hellmann's assigned a brief to participants of the D&AD New Bloods Award. The brief called for a Hellmann’s branded device, publication or service that addresses the issue of food wastage.
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UK households waste around 4.5 million tonnes of food every year, and this figure is only increasing. This is by far the highest figure of wastage in the supermarket's food chain, and the most avoidable. The most common reason for food wastage is food spoiling before it get used. This is where I decided to position my solution.
'CONCOQT', an amalgamation of 'concoquēre' (Latin, roughly translating to 'cooking together') and 'concoct', would be a mobile application, in which users would itemise the contents of their cupboards, fridges and freezers, and use the app as a food plan. Simultaneously, the app acts as a social feed, where you can see if your neighbours need any help with recipes.
If you have spare ingredients which one of your neighbours or friends need for a particular meal, the app will make this suggestion, and the original owner of the ingredients will receive a reward, potentially in the form of Nectar points or some similar currency.