Carlotta Barletta-Fairhead

Too Good To Go x Lidl: Tackling Food Waste

Inspired by a local community group that saves food from going to waste, I realised how big of a problem food waste actually is, sparking the idea for an innovative solution: surplus food meal boxes.

This collaboration between Lidl and Too Good To Go is all about providing a new way for students and young people to save food from going to waste.

The hero product; Lidl Recipe Boxes, provide a perfectly packaged meal kit box, all containing surplus and near-date expiry food that otherwise would’ve gone to waste, that can be made into a meal. Perfect for students living away from home for the first time, the boxes help save money, time and make cooking feel less intimidating.

But I didn’t stop there. I created a whole product line including Lidl’s Culture of the Week Boxes, Surprise Boxes (that we all know and love from Too Good To Go) and Lidl Bakery Boxes – all available through the Too Good To Go app!

Lidl Less Lonely Marketing Campaign

Did you know that 40% of young people have feelings of loneliness, despite being digitally connected? That was my starting point of the Marketing Campaign: Lidl Less Lonely. A chance for young people to put their phone down and cook a meal together, all whilst saving food from going to waste.

With community at its core, students and users become the centre of the marketing strategy, sharing their dinner parties on social media and encouraging others to do the same. For the launch campaign, Lidl and Too Good To Go will partner with a few student unions across the UK to host student dinner parties at the start of the academic year in September, with the aim for students starting university to make real connections.

By combining product innovation with community-driven marketing, Lidl Boxes offers a fresh approach to tackling food waste while supporting young people through affordable food and meaningful social connection. The campaign demonstrates how brands can create impact beyond the product itself; turning surplus food into shared experiences and stronger communities.