Love Food Hate Waste - "Give Up Binning Food Instead"
Love Food Hate Waste
Who? Consumer charity campaign (part of WRAP), Love Food Hate Waste, aims to help reduce the UK’s 7m tonne food waste issue, most of which could have been eaten, shared and enjoyed.
The brief? Leverage a moment in time when people are most susceptible to making a positive behavioural change and position food waste at the top that agenda What? Timed perfectly for the weeks leading up to, and during the entire period of Lent, launched the ‘Give Up Binning Food Instead’ campaign to swap the usual vices with food waste. PR activity was a driving force for organic publicity incorporating traditional media relations, Facebook Live, a series of educational videos, strategic collaborations with top bloggers, vloggers and TV personalities
Generated 67 pieces of coverage, with a total of 1.36m opportunities to see. Achieved full page features in the Mail Online, Sun Online, Huffington Post, Good Housekeeping, and many more. The ‘call to action’ was reported on ITV.com, Reuters, Yahoo! and many other news outlets