Everyone knows the tale of the old left-over sponge cake that was destined for the bin, or the forgotten piece of mouldy salami in the back of the fridge. Food waste is a pressing problem in the world and at home; every Slovenian household discards over 73 kg of food each year. We worked with the Ecologists without Borders non-governmental organization to produce the creative “Let’s not waste food” communicative campaign, which presents food as an abuse victim in different circumstances. Without exaggeration, but effectively. This awareness-raising campaign holds a mirror up to society and stresses the importance of meal planning and mindful shopping. Frugality is what truly conserves and protects the environment.