WRAP
Positive Change is Serious Business.
We persuaded 9.4 million people to change their food waste behaviours.
The details.
WRAP
Wasting Food Feeds Climate Change
The brief
Get the public to waste less food by increasing awareness of the link to climate change.
How we made positive changeOur creative imagined the planet as rotting food and told 18–54-year-olds that wasting food feeds climate change on paid, owned and earned channels. Nadiya Hussain fronted the media campaign and set the country a challenge to waste no food, while hundreds of partners and a host of influencers amplified our message.
What we delivered- 360 comms campaign
- Behaviour change
Impact in numbers.
1 in 3
people in the UK saw/heard something about Food Waste Action Week (via independent evaluation)
19.7m
people reached (against 10m target)
4.3m
video views of the hero campaign
602
pieces of high-quality media coverage
1.1m
total organic views of influencer Instagram and TikTok content
75%
of people who saw the campaign said they have done something different as a result
