Love Food Hate Waste
Tackling food waste by the trolley-load
The Brief
A staggering 60 million meals are wasted every month and for every morsel that goes uneaten, harmful greenhouse gases damage our environment. But the journey edible food takes to landfill starts much sooner than we might first imagine – it begins in the humble shopping trolley. So how do you stop food waste before it’s even begun? This was Love Food Hate Waste’s brief to LUX.
The Insight
Set against the backdrop of the Coronavirus pandemic, our primary research revealed that young families were more concerned about food waste than ever; with 80% looking to meal plan in order to manage the frequency of their shopping trips. Now was the time for a campaign that could help the nation while protecting the planet.
The Big Idea
To reach consumers where it mattered most – the supermarket aisles – we forged a powerful partnership between Love Food Hate Waste and Lidl. Designed to meet the changing needs of consumers and help them navigate the ‘new normal’, ‘Great Taste, No Waste’ was a first-of-its-kind campaign – four shopping lists designed to feed a family of four for just £40 a week, with zero food waste. Fully integrated, the campaign included accompanying meal plans and easy-to-follow recipes, amplified by a content and communications plan that bridged digital, social media, out of home advertising, in-store activation, influencer engagement and PR.
The Results
Shoppers took to ‘Great Taste, No Waste’ in their thousands; a win for families and a win for the planet in the fight against food waste.
2.9m
social media reach
243,133
digital engagements
183,000
video views
11%+
Increase in fan following
Client Comments
“The Great Taste, No Waste campaign was a fantastic example of what collaborative working can achieve. The proposition was very ambitious – to feed a family of four for £40 a week with zero food waste – but thanks to LUX, we made this happen with some great results, further increasing our reach and engaging with new target audiences. Their determination and attention to detail were critical in delivering such a successful campaign.”
Catherine Bozec, Consumer Campaigns Manager