Brief: Each year Victorian households throw away more than 250,000 tonnes of edible food. The rotting waste sent to landfill not only generates millions of tons in harmful C02e emissions, the cost to individual households runs into the thousands. Our brief was to encourage the target audience to adopt behaviours that would directly reduce the amount of food they waste.
Solution: Rather than beat consumers up with statistics and the guilt associated with wasting food, we created the ‘I Love Leftovers’ movement to stimulate a positive conversation. We believed that by tapping into the pride that stems from doing the right thing, we could empower people to think of the greater good to motivate them to make a stand and take action. A range of shareable social media assets, video content and collateral was created to demonstrate how householders could use the food they normally waste to save money and do something positive for the environment.
Campaign produced by Rod & Ed at the Icon agency.