Red Onion together with Molino Vigevano and Sustenia in the anti-waste initiative #ChiediLaMoViBag.

Wasting is a luxury we can no longer Afford.
From this concept was born the #ChiediLaMoViBag campaign , conceived by Sustenia for Molino Vigevano and developed by Red Onion through a omnichannel that combines physical and digital materials. The goal: to transform the Request for the doggy bag at the restaurant from embarrassing gesture of choice conscious and valuable.

A creative concept that speaks the language of luxury

The heart of the project is the claim "Wasting is a luxury we can no longer afford", which overturns the codes of communication related to the superfluous. The MoVi Bag, designed as a shopping bag of a top brand, thus becomes a symbol of elegance and sustainability, conveying a strong and positive message against food waste.

The anti-waste kit for partner venues

Red Onion took care of the design and production of the offline materials:

• MoVi Bag, the doggy bag by Molino Vigevano
• Window sticker for participating rooms
• Table rider to encourage customers to ask for the bag

A set of concrete tools, offered free of charge to partner restaurants and pizzerias, to maximize the impact of the project on the public.

The digital campaign: landing page, social media and animated video for social media

On the digital front, Red Onion has created:

• a dedicated landing page to inform and engage partners
• A series of social posts to amplify the message over time
• An animated video to tell the project and invite restaurateurs to participate.

An omnichannel communication project

The MoVi Bag project demonstrates how a strong idea can live coherently on multiple touchpoints – from packaging to digital – generating value for the brand, involvement for restaurateurs and awareness for end consumers. The collaboration between Molino Vigevano, Sustenia and Red Onion has made possible a concrete and replicable initiative over time, with a real impact on the issue of food sustainability.