The dairy aisle is full of misleading labels and marketing claims. The Sloopmelkscanner cuts straight through: scan the barcode of any dairy product and the app gives you an immediate verdict. Sloopmelk, or not.

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HOWDY Amsterdam developed the full concept for Wakker Dier: from the app itself and its database covering hundreds of products across Albert Heijn, Jumbo, Lidl, Aldi and Plus, to the 60-second campaign film, and the OOH and DOOH campaign that put the scanner on the map.

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The film stars Gerda Havertong as an all-knowing narrator watching from above as a supermarket shopper navigates the dairy section. Her verdict lands without mercy the moment a carton leaves the shelf. That same uncompromising tone runs through the app and every campaign execution.

 

The Sloopmelkscanner is part of the wider Sloopmelk campaign, pushing supermarkets and A-brands to stop greenwashing and make real improvements for animal welfare.