Campaign Keep Crushing it - Campaign Playbook

To re-energise the nation to waste less, Love Food Hate Waste is launching a new guide for the campaign called ‘Keep Crushing It’. Running from 7th August to October 2020, the campaign guide oriented organizations about what they have to do for running the campaign.

In this guide is remarked the objective of the campaign, that is encourage people to keep up their pre-shop planning, smart storage, and creative cooking, as well as raising awareness of food waste contributing to climate change, and impacting on the cost of their food shop. The campaign will run across high reach digital channels: VOD, digital video, YouTube, Facebook, Instagram and PR.

Also, the audience is identified as UK citizens aged 18-34. This audience has taken up good food management habits in lockdown, but these are starting to wane, they are more likely to agree that climate change is the biggest threat to civilisation than the general population, so we can motivate them to reduce the amount of food they waste by making the connection to climate change and are highly digital; their second screening behaviour and high use of digital channels give us multiple opportunities to provide timely prompts

Moreover, WRAP research conducted in June 2020 shows this is a key moment in the fight against food being wasted at home. Now is the time to offer support to help everyone keep up and build on their good food behaviours. Our six key behaviours this campaign will address are:

• Pre-shop planning (e.g. checking cupboards and the fridge pre-shop, making a list)

• Better in-home food storage (e.g. turning down your fridge temperature, knowing what should be stored in the cupboards versus the fridge)

• Freezing (e.g. freezing raw and cooked meat, freezing leftover bread)

• Defrosting (e.g. defrosting previously frozen food in the fridge overnight, or using your microwave’s defrost setting)

• Using up lockdown larders (e.g. pasta, rice, other cupboard essentials, knowing the right portion sizes for these items)

• Creative approaches to cooking (e.g. using up leftovers, swapping ingredients

Additionally, the campaign guide presents a section about campaign assets and messaging, where are key messages to communicate like intro and the link between food waste and climate change, food waste statistics, the behaviors we want citizens to adopt, information for social media, website and newsletters, posters, vehicle livery, contact information and sources.