Make Toast Not Waste campaign

The campaign was hugely successful with new and existing WRAP audiences, press and partners. There was a strong mix of aspirational content alongside more attainable influencer activity. Content was tailored and targeted to specific audiences driving better engagement through paid activity. Within the first two weeks of the campaign social media had already achieved its KPI. The new angles for data that had already been shared a few times with press, combined with new data, proved very successful; hitting and exceeding the target within the first few hours of the story going live.Partners were receptive to the Make Toast Not Waste activity. Giving partners more time to buy into the campaign before the assets were ready and shared resulted in meeting and exceeding the majority of campaign KPIs.People really like the Instagram-style photographic imagery that was a bit different for LFHW but was seen as highly shareable. We were really pleased to see some big household names get behind the campaign, for example Kingsmill changed their Facebook banner to support the campaign, and we had great posts on social media from supermarkets like Morrisons and Aldi. The Make Toast Not Waste campaign wasn't particularly seasonal, so it means partners can pick it up and run it outside of the official campaign period. All the assets and the website are still available, so partners can encourage their audiences to Make Toast Not Waste at any time. Although some involved in implementing the campaign commented that the toast toppings were not all 'accessible' for their particular audiences, for example saying that smashed avocado is very middle-class etc. This is in spite of the fact that we had tried to make sure that the recipes were all made using everyday, healthy and affordable ingredients. To turn this into a positive, we suggested that our recipes were ideas only, and that we really welcomed partners creating their own toast topper recipes that fitted better with their specific audiences.