The Controversial 'Save the Flavors' Campaign Raises Species Awareness
Laura McQuarrie — August 15, 2015 — Eco
References: savetheflavors & creativeguerrillamarketing
Celebrity chef Hugh Acheson created a controversial campaign on species awareness to bring attention to endangered species—essentially, people were invited to a dinner to eat endangered species as a way to save them. Once people on the Internet caught wind of this idea, they quickly became angered and accused the stunt of being "appalling" and "stupid."
However, people were too quick to assume that the endangered species was an animal. While people thought they would be eating something exotic, the only species that was part of their meal that is truly endangered is the Cherokee Purple heirloom tomato. In order to bring food issues like this to light, this is just one part of a campaign to 'Save the Flavours' and remind people to care for fruit and vegetables in the same way that we look out for animals.
However, people were too quick to assume that the endangered species was an animal. While people thought they would be eating something exotic, the only species that was part of their meal that is truly endangered is the Cherokee Purple heirloom tomato. In order to bring food issues like this to light, this is just one part of a campaign to 'Save the Flavours' and remind people to care for fruit and vegetables in the same way that we look out for animals.
Trend Themes
1. Food Awareness - The controversial campaign raises awareness on endangered food species, presenting opportunities to innovate ethically sourced and sustainable food alternatives.
2. Save the Flavors - The campaign presents an opportunity to promote flavorful heirloom vegetables and fruits that could be saved from extinction through sustainable farming practices and innovative food production techniques.
3. Awareness Dinner Events - Creating unique events can bring attention to important issues and promote innovative solutions to challenges within the food industry, while engaging consumers and promoting sustainability.
Industry Implications
1. Food Production - The campaign creates opportunities for food production companies to innovate more sustainable and ethical food practices that promote the preservation of heirloom and endangered vegetables and fruits while educating consumers on their importance.
2. Hospitality Industry - Creating unique awareness events can allow chefs and restaurants to showcase innovative and sustainable food options while educating diners and increasing their brand awareness.
3. Marketing Industry - The campaign highlights the importance of raising awareness and educating consumers about food practices, creating opportunities for marketing companies to promote food transparency and sustainable food practices to consumers.
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