Rimi x La Muu | Saved banana ice cream
Rimi, La Muu, and the Estonian Food Bank joined forces to reduce food waste and give overripe bananas a new life. A total of 2,967 kg of bananas that would have otherwise gone to waste were collected from Rimi stores and turned into 12,271 tubs of Rescued Banana Ice Cream. Our role wasn’t to make the ice cream but to make sure the story reached as many people as possible so that every tub would truly be “rescued” – meaning sold! The campaign needed to be clear, engaging, and highly shareable on social media to raise awareness about food waste reduction while encouraging people to take part through their purchase.
How?
To spread the message, we visited both the La Muu ice cream factory and Rimi stores to capture the rescued bananas’ journey into ice cream tubs. We produced a single clear-message video that was later recognised at the Selge Sõnum (“Clear Message”) Awards. In addition, we created two TikTok videos designed specifically for the platform’s organic reach and high engagement potential. These short-form videos highlighted both the environmental mission behind the campaign and the delicious end result – ice cream that helps fight food waste. The visual approach was straightforward, relatable, and emotionally engaging, designed to inspire viewers to support the initiative while making them feel part of something positive.
Results
The TikTok videos generated over 6,500 engagements and 114,500 organic views – without any paid promotion. The main campaign video, filmed during the visits to La Muu and Rimi, earned recognition at the Selge Sõnum Awards. Most importantly, the campaign achieved its primary goal – all 12,271 tubs of rescued banana ice cream found their way to consumers. The project also brought notable industry recognition: at the 2023 Kuldmuna Awards, it won a Silver Egg in the PR Campaign – Brand Social Media Communication category and was shortlisted in the Small Product Campaign category in Marketing Communication. The results proved that with a well-planned social media strategy and creative visual storytelling, it’s possible to achieve a major impact on both awareness and sales with a minimal budget.
If you want your campaign to make a positive impact on both the environment and your business, Vaas can deliver your message clearly and engagingly. We create visual stories that travel far, inspire audiences, and deliver measurable results. Get in touch, and let’s bring your idea to life in a way that’s worth remembering – and awarding.