People say they’re going out to eat, they don’t say they’re going out to waste. But, all too often, they leave plenty on their plates meaning 53,500 tonnes of ‘good food’ is wasted every year in restaurants. Millennials are major culprits when it comes to dining and ditching, which is why Love Food Hate Waste called on LUX to help get younger diners to ask for a doggy bag.
A staggering two-thirds of diners are ‘too shy’ to ask for leftovers to-go. Given the target audience, using popular culture references and known-names was going to be crucial for taking the issue of food waste mainstream, and tackling the stigma of asking for a doggy bag.
With the campaign set to launch on Valentine’s Day, who better to sign up than the voice of ITV’s Love Island himself, Iain Stirling. Iain became the voice of ‘Ditch or Dine?’, a two-part speed dating-inspired dating show with a doggy bag-sized difference. We then deployed a highly targeted and finely tuned Facebook advertising strategy, utilising clips from the show to reach our waste-prone millennial diners. The campaign’s high profile Love Island connection enabled us to seed a behaviour change-led message to an entirely new audience in a refreshingly fun and unexpected way.
A hard-to-reach younger audience had previously been less responsive to Love Food Hate Waste’s activity. With this campaign, followers aged 18-24 soared. What's more, over 100 new restaurants and multi-site operators signed up for the doggy-bag starter packs; meaning even more diners would find a new found love for leftovers.
Increase in millennials following Love Food Hate Waste
campaign impressions on social media
new restaurant operators offering doggy bags
for best digital communications campaign at the Marketing Star Awards 2020
“Our mission is to make food waste unacceptable. With ‘Ditch or Dine?’ we have begun the process of ending the stigma around taking restaurant leftovers home to enjoy later. For us, this new approach of using comedy and a high profile ambassador in Iain Stirling to promote a serious call to action was extremely successful in highlighting the issue of food waste and building awareness that businesses can be part of the movement too.”Ylva Haglund, Food Waste Campaigns Manager
27 Maritime Street Edinburgh