THE CREATIVE STRATEGY:

Ziploc … Wants to be chosen over store brand competitors for saving and storing food.

Problem is … People often see saving leftovers of foods prepared at home as an unnecessary inconvenience.

However … While leftovers are the “beta meal",” when stored properly they can unlock delicious new meals to enjoy.

We need to … Make leftovers a source of joy by showing people all that is possible when you save them with Ziploc.

So that … People will reconsider throwing away their leftovers and choose Ziploc to keep their food fresh for longer.

Helping to … Drive Ziploc sales and improve brand quality perceptions.