Mission: Bekæmp Madspild
- Brand
- Q8
- Objective
- Awareness
- Industry
- Other
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Playable
Objective
Q8 already offered Too Good To Go's surplus food bags at its stations, but the standing deal was easy for customers to overlook and an earlier, non-gamified giveaway had seen few vouchers actually redeemed. Q8 needed a way to spotlight the food-waste programme and get more people picking up bags in person.
Solution
The player lands on a single page and first clicks through a short explainer on food waste and Q8's sustainability push. From there it's straight into a drop game: food items fall down the screen and the player catches as many as they can before the clock runs out, racking up a score as they go. Every play is an instant win — land in the top 1,000 and you get a voucher code on the spot, which you copy into the Too Good To Go app and redeem for a free lucky bag at a Q8 station. The page also walks through the different bag types on offer, so even players who don't win a voucher leave knowing what to buy and where.
Results
The game drew 38,000 play sessions totaling over 800 hours, with players spending an average of 1.5 minutes per session. Of the 1,000 instant-win vouchers issued, 60% were redeemed at a Q8 station. Too Good To Go presented the results internally as grounds to roll the same approach out in 17 other territories.
- 1
The player arrives from a Q8 Facebook post into a joint Q8 × Too Good To Go campaign page inviting them to catch falling food items before time runs out for a chance to win a free Too Good To Go bag at Q8.
- 2
Before playing, the player reads a short explainer on food waste — unsold food gets thrown out daily, which is unsustainable — tied to Q8's own sustainability goals around waste, plant-based products, and plastic.
- 3
The player is shown the rules of a simple drop game and starts a timed round of about ninety seconds, moving to catch food items as they fall before the clock runs out and building up a score.
- 4
When the round ends, the player immediately learns whether they are one of 1,000 instant winners of a free Too Good To Go lucky bag, and can replay for another attempt.
- 5
A winner receives a voucher code that has to be copied by hand into the Too Good To Go app to redeem.
- 6
The player is also told how the regular offer works: reserve a Q8 lucky bag (morning, hotdog, evening, or Friday-snack) in the Too Good To Go app and pick it up at a Q8 station, giving even non-winners a purchase path and winners a place to collect their bag.
