'Chill the Fridge Out' campaign
The aim of this campaign was to develop and deliver a digital campaign moment to raise awareness of how much milk and other foods in the fridge get wasted as a result of fridge temperatures being set too high, with the average fridge temperature in the UK being 7°C, when it should be below 5°C. To tackle the issue Love Food Hate Waste developed a strategy to give the UK the knowledge they needed to set their fridge to the right temperature. A digital tool was developed with input from more than 20 fridge manufacturers to identify the dials they have across their models and how to set them. In addition, eye-catching social media content and a robust media plan helped to drive the audience to check and learn how to set their fridge temperature.
This campaign had a very specific call to action-to use the tool to check and change your own fridge temperature. Having this was a real benefit to the campaign, and it also made evaluation much easier as we could see how many people did exactly this. Knowing people had used the tool was a close as we could get to assuming they had adopting the desired behaviour of turning their fridge down. The campaign has so far led to 9,117 uses of the fridge tool as well as reaching 1,323,657 of the target audience (18-34 year olds). This campaign had a greater level of partners who supported than previous campaigns, which we would attribute partly to broadening out the campaign to an action that effects change on more than one food product, and also to creating an innovative new tool that actually met a real need – i.e. understand how to set fridge dials correctly. Probably the biggest success factor in terms of partners was to engage with partners much earlier in the preparation of the campaign. We took the idea to a meeting of milk industry more than 6 months in advance to get their support for the key message about fridge temperature, and we also engaged directly with major electricals brands such as Whirlpool, Bosch, Neff, Sharp etc to get their support with the tool and with amplifying messages. Trade organisations such as the Chilled Food Association were great advocates of the campaign, and had been waiting for a UK-wide focus on fridge temperatures for a long time. PR-wise, we were especially pleased to get on the front page of Waitrose Weekend magazine and to get prominent articles in many major titles. A hinderance to greater uptake of the story was the a royal baby was announced on the same day as our PR went out – some things you just cant foresee! We would love to have run the campaign at the same time as mobilising a UK-wide fridge thermometer giveaway through local authority and business partners. This would have been a great opportunity to give people the capability, opportunity and motivation to adopt the behaviour all in one go. Sadly this was not possible within the campaign budget, but as with other campaigns the Chill the Fridge Out tool and materials As with all UK-wide campaigns, more time and a higher advertising spend would have given us even greater impact, but we are pleased to have been able to reach significant numbers with our latest LFHW campaigns and will continue to aim higher with each one in the future.
Actors involved
Value Chain Stages:
Use / Consumption
