The brief

Get the public to waste less food

How we made positive change

We motivated people to act by highlighting the link between food waste and climate change. Our paid media campaign featured animated malnourished animals in their depleting environments clinging on to food for safety. And a 165kg food waste globe representing the average amount wasted by a single UK household over the course of just one year, was used to capture attention in PR. The campaign was supported by 32 influencers including MOB Kitchen and Melissa Hemsley.

Impact

 

1 in 3

people saw or heard something about food waste during the week – equivalent to 17.7 million UK adults

55%

of people who saw the campaign changed their behaviour as a result

3.5m

video views of hero film

602

pieces of coverage (including 17 nationals across print, broadcast and online) had a potential reach of 29m

1.5m

impressions generated by influencer content, generating 41,230 engagements on social media, plus 1.1m views