Glad Wrap: Instaglad

Food wastage is a global problem. Every day hundreds of tons of food is thrown away and it’s not only food that has gone bad, but leftovers that are still good. Therefore, Glad and DDB South Africa created a new campaign, titled “Instaglad,” that builds awareness of this problem and demonstrates how their products can provide a simple solution.“Instaglad," developed for Instagram, targets consumers who love food - every day food lovers to world renowned chefs and food critics – and the thousands of people who follow them. Normally, Instagram food pictures generate likes and comments from friends and followers, but the conversation stops there. Insert Glad. DDB South Africa repurposed the instagramers mouth watering photo and sent it back to the photographer two days later, still fresh, covered in Glad products. During the campaign, the brand reposted hundreds of photos to food lovers. And, the Instagram posts were also picked up, seen and shared by all their followers. The response was astounding, having achieved thousands of views and just as many likes, including celebrity chefs and food critics. As they say, the proof is in pudding.