Spoiled Rotten Campaign Wave One- 'Buy what need'
For the whole of 2019/20, the theme for Love Food Hate Waste's activities is 'Spoiled Rotten', and we aimed to nudge people into acknowledging that, with food so seemingly cheap and abundant, we are all a little bit guilty of buying too much, failing to store food properly and not eating up everything that we buy. We wanted our audiences to feel comfortable in acknowledging this, and feeling that we are 'in it together' and all able to take positive action to reduce our own food waste. The first LFHW 'Spoiled Rotten' moment/activity of the year was in June/July, and focussed on the start of the food journey – buying only what we are likely to eat. We chose a target audience of 18-34 year olds.
The biggest challenge with this campaign was around successfully engaging partners around a message which was fundamentally at odds with good business – getting people to buy less! One way we aimed to overcome this was by focussing on messages around the benefits of buying smaller pack sizes or buying certain fresh produce loose instead of pre-packed, as these are both ways that supermarkets and brands can sell less but better and not necessarily risk losing profit. In addition to our usual paid and organic social media advertising and partner engagement, we also experimented with an Instagram takeover with Imran Nathoo (who competed on UK MasterChef) and a Facebook live event with our in-house food experts, both of which proved popular with our followers. Overall results for this wave of the Spoiled Rotten Campaign include an overall reach of 4,073,463, 600 active engagements and 1,450 passive engagements. Some of the key learnings from this activity, which helped inform the subsequent activities in the Spoiled Rotten campaign, were as follows: • 18-25/34s are the most receptive audience to our food waste messages. • Fewer, simpler messages are more effective - short copy works best and hashtags can be removed • Instagram and Facebook 'Stories' were most cost effective for reach • A clear reason to engage is key
Images
Actors involved
Value Chain Stages:
Use / Consumption
