Rainn Wilson, Chocolate Bars & Climate Change: Saving the Flavours We Love

What do coffee, vanilla, chocolate and hops have in common? They're some of the world’s most loved flavours - and they're under threat. Climate change is already disrupting the fragile ecosystems that produce the ingredients behind our everyday pleasures, from flat whites to Friday pints.

This session introduces Save the Flavours - a bold, international campaign that uses food and drink to speak science to culture. Designed to cut through apathy and reach urban consumers, the campaign uses food & pop culture to show how the climate crisis is already having tangible impacts on our lives.

Launched in New York with The Office actor Rainn Wilson and screenwriter Chuck Tatham (Arrested Development; Modern Family: How I Met Your Mother), the campaign involved handing out free “endangered” ice cream flavours. The campaign has since taken off in Brazil with the backing of Globo, one of Latin America’s biggest broadcasters, and major cultural influencers. In Europe, the campaign teamed up with Tony’s Chocolonely to place a “Save the Flavours” label directly on chocolate bars.

Now, the movement is expanding, and we are looking to partner with more brands that rely on nature’s flavours to co-create a movement that celebrates, protects, and reimagines the future of food.

This session will share how the campaign is being adapted for different markets, what we’re learning about engaging consumers at scale, and how urban communities, brands, and creatives can help rewrite the climate story.