Spoiled Rotten Campaign Wave Two- 'Store food properly'
For the second wave of 'Spoiled Rotten' activity, we focussed on the next part of the food journey: storage. Building on 2018's LFHW 'Chill the Fridge Out' campaign, we once again focused on a key message around keeping your fridge between 0-5 degrees to keep food fresher for up to three days longer. Our research had shown that those people who had seen the Chill the Fridge Out campaign were significantly more likely to have checked and changed their fridge temperature, so one of the key aims of this new campaign was to simply reach out to more people with this same crucial message. We chose to target students in particular with this campaign, as our research consistently shows us that this age group is most wasteful of food, and that moving out of home is a key trigger event that is linked with high levels of food waste. Starting during freshers week in September/October, we targeted students with puns-a-plenty ('drop a degree' etc) on social media, as well as targeting student newspapers with our press release.
In additional to our usual social media advertising campaigns, we also experimented for the first time with out of home advertising for these activities, and had large adverts placed in 37 phone kiosks and 90 bus sides across the key university cities of Manchester, Liverpool, Newcastle and Sheffield for two weeks. We also did a second Instagram takeover, this time with partners Too Good To Go – and also created our first co-brandable assets for partners to adapt and show their support for the campaign. We also wanted to bring together some of the key information on our website to create a one-stop-shop resource for food storage. Our brand new 'A-Z of Food Storage', launched at the start of the campaign, provides a searchable directory of commonly wasted everyday foods and provides key information on how to store optimally, whether and how it can be frozen, as well as links to advice on portion size and recipe ideas. Within days of launching this became one of the most popular pages on lovefoodhatewaste.com. This wave of the Spoiled Rotten campaign had a total reach of 9,928,397, with 252 active, and 1,062 passive engagements. Partner engagement for this activity has also been really positive, with several new partners such as Buckinghamshire Council creating their own printed materials using the Spoiled Rotten messaging and branding, and Co-op supermarket creating some fantastic animations for social media using our messaging combined with their own strong branding. By highlighting the importance of having your fridge at the correct temperature, along with other food storage tips, this wave of the campaign aimed to help the target audience waste less food by keeping food fresher for longer, and therefore be more sustainable consumers.
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Actors involved
Value Chain Stages:
Use / Consumption
