The brief

Get the public to waste less food by increasing awareness of the link to climate change

How we made positive change

Our 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.

Impact

 

17.5m

saw something about food waste during the week

5m

people directly recalled the campaign

114

pieces of coverage during the Week

47%

of those who recalled the campaign said they have changed, or will change their behaviour as a result

500m+

opportunities to see the campaign across all channels