Whole Foods needed a way to show people the difference between organic foods and cheaper processed stuff.
To do this we created I Ate What?!, an app that shows people exactly what they are putting in their mouths.
Just snap a picture of any ingredients label.
Questionable ingredients will be displayed.
See what the ingredients are in plain English, why it's in your food, and where else you can find it (not always other foods).
PRINT
The print campaign will highlight a gross ingredient found in common food, while directing people to the App Store.
OUT OF HOME
Ambient placements will show what these ingredients really are—plain and simple.
CW: Ramiro Ramirez
AD: Michael Costa
AD: Michael Costa
