Context
When food becomes a collective issue
Fevia represents 27 sectors and more than 750 companies from the Belgian food industry, a sector with major economic, social and environmental impacts. Faced with economic, climate and societal challenges, Fevia launched a new Sustainability Roadmap to guide the sector and engage its members and stakeholders over the long term.
Challenge
Making sustainability visible, accessible and mobilising
The ambition of the campaign was to create an activation capable of generating engagement and encouraging action, built around a simple and direct question: “How will we be served in the future?”
Creative approach
Changing perspective to challenge the sector
Rather than explaining sustainability through expert-led messages, MOJO Agency proposed a shift in perspective by giving a voice to food products themselves.
If food products could speak, what would they say about our collective choices? About climate, health, the economy and society?
By giving food a voice, the campaign turns a complex topic into a tangible and accessible experience, inviting audiences to reflect on shared responsibility.
This creative concept structured the entire campaign, including the strategic communication plan, the development of the visual identity, the organisation of photo and video shoots, the production of audiovisual, print and digital content, as well as operational templates designed to support the long-term adoption of the Roadmap.
Results
A unifying and actionable roadmap
The campaign transformed the Sustainability Roadmap into a living, actionable and unifying tool. By making the challenges visible and embodied, Fevia does more than present a plan. It opens a conversation with its entire ecosystem.
One simple question.
Multiple voices.
A shared future.
Designed to live over time, the deliverables provide Fevia with a solid foundation to sustainably engage its members and carry its messages across all channels and key moments.
“Thank you for the strong collaboration and the outstanding result that came out of it.”
Florence Maniquet, Interim Communication Director, Fevia.
