OPENING POST
The Hook
Split-visual opener contrasting forgotten ingredients with the finished dish, built to stop the scroll and introduce #DaScartoAPiatto.
- Objective
- Attention & campaign entry
- Contribution
- Concept · Copywriting · Visual direction
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SOCIAL MEDIA CAMPAIGN · FOOD MEDIA
Chef in Camicia
A social media campaign turning household food waste into a cooking idea.
Strategy, creative concept and Instagram content for #DaScartoAPiatto — from audience and target definition to distribution plan and KPIs.
Role
Social Media & Content Strategist
Year
2026
Industry
Food Media
Experience
Start2impact Project
01 — Overview
From Audience Insight to Campaign Concept
The full presentation covering brand context, target, creative concept, content plan, distribution and KPIs behind the #DaScartoAPiatto campaign.
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02 — DELIVERABLES
Four Content Units, One Narrative
The campaign runs as a single sequence: a hook that stops the scroll, two carousels that build awareness and give practical habits, and a closing post that shows the transformation from waste to plate.
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CAROUSEL · 6 SLIDES
Awareness Carousel
A six-slide sequence quantifying domestic food waste — from the global 33% figure to the 130kg thrown away per person each year — closing on a direct question to the audience.
- Objective
- Problem awareness
- Contribution
- Concept · Narrative structure · Copywriting
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CAROUSEL · 6 SLIDES
Practical Habits Carousel
A six-slide follow-up turning awareness into behaviour: simple storage, planning and reuse habits that make leftovers usable instead of disposable.
- Objective
- Behaviour change
- Contribution
- Concept · Narrative structure · Copywriting
CLOSING POST
The Transformation
Closing visual proving the promise: stale bread and forgotten vegetables served as finished meatballs — the payoff of the campaign message.
- Objective
- Proof & payoff
- Contribution
- Concept · Copywriting · Visual direction
03 — Results
One Idea the Brand Can Keep Cooking With
The campaign delivers a positioning-consistent concept, a narrative that ends in action and a content sequence built to be reused.
01
A Campaign Concept With a Clear Idea
#DaScartoAPiatto — from waste to plate — gives the brand one memorable idea that connects food waste data to the kind of cooking its audience already loves.
02
Awareness Turned Into Action
The narrative moves the audience from the scale of domestic food waste to concrete habits and a finished dish, so the message ends in behaviour, not guilt.
03
A Repeatable Content Format
Hook post, awareness carousel, habits carousel and transformation post form a sequence the brand can rerun with new ingredients and new recipes.
Interested in working together?