Positive Change is Serious Business.

We persuaded 5 million people to change their food waste behaviours.

The details.

WRAP
Win. Don’t Bin.
The brief

Get the public to waste less food by inspiring people to make the most of the food they already have.

How we made positive change

With the cost-of-living crisis being the biggest issue facing UK households, Food Waste Action Week 2023 turned its attention to the ‘benefits to me’, namely the money and time saving benefits of not binning food. The campaign took a positive, people-centred approach to making our food go further: ‘Win. Don’t Bin’. To engage with consumers, we crafted a positive and colourful campaign which put people at the centre of the creative and added media appeal through a partnership with TV presenter, Jordan Banjo.

What we delivered
  • 360 comms campaign
  • Advertising
  • Content
  • Influencers
  • Media relations
  • PR

Impact in numbers.

8m
people recognised the campaign, with 61% doing something different as a result
60,000
website visits, an 18% increase YoY
3m
views of the hero film, with a 97% view-through-rate
48k
engagements with influencer content, a 15% increase YoY
86
pieces of coverage vs a KPI of 40
5m
adults changing their behaviour as a result of the campaign

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