‘Waste Not, Want Not’ is a campaign that endeavours to create awareness of the scale of food waste to change peoples attitudes towards throwing away food just because of what it says on the label. It more specifically targets three main foods that may appear on most weekly shopping lists - Milk, bread and egg as these have a high waste rate. The highest being bread where 24 Million slices a day are wasted! The campaign uses a bold, protest type approach positioning themselves in places where people can’t miss.