Samen Tegen Voedselverspilling ('Together Against Food Waste'), an initiative of organizations, businesses, and government, aims to reduce 1 million tons of food waste in the Netherlands by 2030. To achieve this goal, everyone in the Netherlands needs to contribute. Truman developed a consumer campaign. The first focus of the campaign is young families, as they waste the most food. For this target group, Truman has developed a distinctive behavioural campaign with a main character in the form of a talkative mouth, named Becky (in Dutch 'bek' means 'beak/mouth'). She motivates and inspires the Netherlands with practical tips on how to reduce food waste.
‘By asking the right questions and with an efficient approach, they quickly hit the right creative cord. In addition to a professional approach and creative quality, they are also really nice people.’
