Keep Crushing It
Keep Crushing It launched on 7th August until 31st October and introduced the link between food waste and climate change with a focus on normalising 6 good food behaviours that some people picked up during the lockdown period including: • Pre-shop planning • Better in-home food storage • Freezing • Defrosting • Using up lockdown larders • Creative approaches to cooking
Campaign activity exceeded industry benchmarks with a strong performance across media channels. We had 8 food waste prevention national media coverage items. Youtube Keep Crushing It ads delivered over 1.8k clicks to the website. Social media engagement was double the benchmark with over 65k engagements. Feedback showed that 79% of citizens who saw Keep Crushing it reported a change in behaviour, making this campaign WRAP's most effective to date.
