THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/9th-impact/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling
From the 9th Annual Shorty Impact Awards

Flashfood Impact Report

Silver Honor in Food & Beverage

Audience Honor in Food & Beverage

Objectives

Tonight, as you read this, 44 million Americans are going to bed without enough food, and even more are turning to food insecurity programs just to survive. At the same time, 78 million tons of good food goes to waste every year — ironically the same amount needed to feed every food-insecure person 3 meals per day. Flashfood is a mobile app created to fight food insecurity, making better food accessible to all Americans by applying deep discounts closer to the best-by date, and the app is already making an impact by diverting food waste, with important data to share in the 2023 Impact Report. The problem: Impact Reports usually go to LinkedIn in a single post from the CEO, so we were challenged to find a better way to deliver the report, driving conversation in media and events.

Strategy and Execution

Breaking through the clutter of everyday life is challenging, and reaching a next generation of consumers (Gen Z) — with the attention span of a goldfish — is a big ask for them to read a white paper about food waste.

So how do we reach the most digitally connected audiences on earth? Newsprint.

We wanted to tap into the creativeness of multiple generations of Creators, with 56% of Gen Z considering themselves creative, we wanted to turn the data into an aesthetic that can be styled like upcycled ephemera and repurposed into posters, art, making the impact report an Instagrammable moment to spark conversations.

Working with a diverse team of artists, illustrators, and writers, the Flashfood 2023 Impact Report inspired an array of activations, ranging from editorial photography with artist and influencer Deja Corin to upcycled newspaper boxes to distribute the newspapers at ReFed, a conference organized to reduce waste in food systems, and other readers creating billboards with the open newspapers using the front and back cover for guerrilla OOH.

And as follows the trend of Gen Z and Millennials exhausted from digital fatigue turning to physical media, buying vinyl records and point-and-shoot cameras, the impact report began to weave into this tangible, aesthetic world that’s tightly curated for our target audiences.

Results

Instead of a LinkedIn post going to waste, the entire organization rallied around the exciting effort, including grocer partners across America, sharing their pride in the partnership with Flashfood.

ADWEEK celebrated the fact that print is not dead, featuring the creative on the homepage, newsletters, and social. The novel approach received massive grocery trade coverage from The Packer, Food Navigator, Progressive Grocer, and investor relations favorite TechCrunch.

Months after launch, the impact report continues to take shape on social, being shared on Stories by influencers, and tacked to the wall in the backgrounds of Creators like posters.

Brand growth has continued to accelerate, diverting over 100 million tons, driving both profit and impact, proving that the future of waste is zero.

Media

Entrant Company / Organization Name

COOMER, Flashfood

Links

Entry Credits