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Truth is hard to digest

We have all seen the birds and whales with their stomachs filled with plastic rubbish. And we believe that humans are the next species that’ll be affected by the omnipresent problem of plastic and food surrogates.
Researching the food industry statistics, we’ve discovered some staggering facts – such as the fact that the average person ingests 70000 microplastics each year or that 7 out of 10 persons die from a “non-communicable disease”, usually related to the heavy consumption of ultra-processed food. Tons of ultra-processed food that the majority of us are eating, but are unaware of how little it has to do with anything remotely natural or healthy.
Foodgroot was born out of this belief, that maybe we can save ourselves by being better informed, and choose healthy, wholesome food instead of its artificial counterparts.  Foodgroot is an app (with a fast and easy-to-use interface) that scans any food product with a bar code and tells you immediately what’s good and what’s not. It has a huge database, updated constantly with every food product that’s put out there for sale. Its aggregator combines all the stocks of food available in every market, with information about each ingredient, about the terroir and the farm that supplied that food and, on top of that, information about what will be good for you as an individual (from blood type matches to other info about your metabolism and what’ll be truly nutritious for you).
Therefore, thanks to its complex algorithm and huge database (but also to its super user friendly interface and quick response) Foodgroot can transform shopping for groceries into smart and healthy choices, ensuring the wellbeing of individuals and families alike.
This campaign dramatizes, via powerful executions, the possible consequence of not making a healthy and well informed choice when it comes to real food and nutrition


Advertiser: Foodgroot

Brand: Foodgroot

Production Company

Production Company: Carioca Studio

Creative Agency

Creative Agency: McCann Prague

Copywriter: Aidan Whitley, Razvan Capanescu

Art Director: Jiri Horut

Chief Creative Officer: Razvan Capanescu

Creative Director: Jiri Horut, Klara Palmer

DTP Designer: Robert Benjamin Mulderer

Chief Operating Officer: Martina Hejdova

Media Director: Jan Suda

Account Director: Jan Antonu

Account Manager: Radka Jarosova

Public Relations: Peter Hermann, Alice Reindlova

Retoucher: Jiri Horut, Carioca Studio

Category: Food