The brief

Tackle the 24m slices of bread that are thrown away every single day.

How we made positive change

We found that the simplest solution to reducing bread waste is to encourage people to freeze what’s left of their loaf after purchase. We created ‘100 tasty ways to toast’ to inspire people via recipes, social content and a campaign microsite. Plus, a hard-hitting news story about the scale of the problem generated widespread news coverage.



engagement with campaign content


pieces of coverage

30 brand partners supported the campaign including Co-op Food, Aldi, Kingsmill and Morrisons


national news stories

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