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
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
We then launched stage two of the Love Food Hate Waste
It's called 'Food Lovers' and stars the everyday, un-celebrity cook, across
press, outdoors, on radio and TV.