The campaign tackles Gen Z’s confusion around best-before dates and the resulting food waste. Using a playful dating metaphor, it reframes best-before dates as a “vibe check” rather than a strict deadline, encouraging people to use their senses — sniff, look and taste — before deciding whether food should be thrown away. The campaign uses humorous, flirty text-message exchanges between people and commonly discarded foods to make the message relatable and encourage more confident, waste-conscious habits.