What’s the problem?
'Please could you raise awareness of food waste, and encourage positive behaviour-change that will reduce both landfill and carbon emissions, while converting 1,190,000 households into committed food-waste reducers by 2010?' Asked the nice people from WRAP (Waste and Resource Action Programme).
'Of course,' we said.
…what people value
After changing our trousers, we worked out a step-by-step
approach that
would raise awareness and change behaviour through repeated
messaging over various channels. But this had to be backed by a
proposition that would resonate with our audience (the entire UK
population) and work across the whole campaign. A sympathetic
message that got back to basics – reminding people of
food's core purpose and empowering them to make a difference.
'Don't buy what you can't eat, lard-arse', wasn't going to crack
it.
The creative innovation
'Love Food Hate Waste' was the answer – starring
down-to-earth, quirky characters, to promote a fresh approach to
people's relationship with food.
A fully-integrated campaign, from outdoor to online, brought the
proposition
to life.
We then launched stage two of the Love Food Hate Waste
campaign.
It's called 'Food Lovers' and stars the everyday,
un-celebrity cook, across
press, outdoors, on radio and TV.
...and the reaction
