The Mission

Eatly’s core idea is to make food free for consumers by covering the costs through advertising revenue. Advertisers pay for space on the food packaging, allowing companies to promote their brand while providing free meals to university students. This innovative approach not only attracts attention but also builds positive brand associations, as students receive something practical—free food. How it works: Advertisers: Companies such as Arvato, PwC Luxembourg, and Capco use Eatly's service for their recruitment efforts. They purchase ad space on the packaging of the free food, which in this case is primarily pasta. These companies use the packaging to communicate job opportunities, their brand identity, and recruitment events. Free Food: The cost of producing the pasta is fully covered by the revenue from advertisers. This not only covers the cost of the product but also provides a small profit margin for Eatly. Distribution: Eatly distributes the packaged pasta directly to university students. Unlike flyers, which are often discarded or ignored, students are much more likely to take the pasta home because it’s a practical, useful product. Every time they see or use the package, they are reminded of the company advertising on it.

The Challenge

For advertisers, the problem Eatly addresses is the challenge of standing out in the highly competitive and saturated campus recruitment space. Traditional methods like flyers, emails, and job fairs often fail to engage students meaningfully, as they are frequently ignored or quickly forgotten. Companies also face high costs and logistical hurdles when attending in-person recruitment events. Eatly solves this by offering a practical, memorable medium—pasta packaging—that students actively choose to take home, interact with repeatedly, and associate with the brand in a positive, useful context. For students, rising costs of living make daily expenses, like food, a growing concern. Traditional recruitment methods like flyers offer no tangible benefit to students. By receiving free food through Eatly, students not only gain a much-needed meal but also engage with job opportunities in a way that is non-intrusive and useful. This makes the recruitment process more practical and appealing, bridging the gap between companies and potential young talent.

The solution

Eatly provides a practical solution by turning food packaging into advertising space for campus recruitment, replacing traditional, ineffective methods like flyers. This works because: 1) Increased Engagement: Students are more likely to take home a free, useful product like pasta than a flyer, leading to multiple interactions with the brand’s message over time. Every time they see or use the product, they are reminded of the company and its opportunities. 2) Eco-friendly Approach: By utilizing packaging that is already necessary for the product, Eatly eliminates the need for wasteful printed materials like flyers, aligning with growing demand for sustainable marketing solutions. This makes the approach both environmentally responsible and effective. 3) Practical Value for Students: The free pasta provides real, tangible value to students, especially in light of rising living costs. Unlike flyers or other promotional items that might be discarded, the pasta is something students actively want and use, ensuring higher engagement with the brand’s message. 4) Cost-Effective for Companies: Instead of paying to attend costly recruitment events or print disposable materials, companies can reach their target audience efficiently by leveraging the pasta packaging. Eatly handles the distribution directly on campuses, saving companies both time and resources while ensuring that their message is delivered in a meaningful, high-impact way.