Reusables

Nearly one-third of all food sold at grocery stores ends up in the trash when items reach their "use by" date. These dates create a false sense of urgency, and many consumers treat them as hard expiration dates when they're only estimates of peak quality. SuperMax, the biggest online grocery store in Puerto Rico, created REUSABLES to shift that behavior. Using augmented reality on Instagram and the reusables.ai website, customers could point their smartphone camera at the labels of participating products. The filter instantly transformed the label to display alternative uses for the product after expiration, preventing it from going to landfill. The "Use By" label became a "Use For" prompt. When alternative uses were shown, users could visit the site to view tutorials on how to apply each life hack. The campaign reframed a waste problem as an opportunity, using technology to create behavioral change at the point of purchase.