Zero Waste Scotland x Rankin
Turning the lens on food waste
The Brief
COP26 – the UN’s Climate Change Conference – brought the world to Glasgow. A critical juncture in the fight against climate crisis, COP26 promised to be a global summit unlike any other. Here – rubbing shoulders with Boris and Biden – were the key environmental culprits of the day; with food waste being the number one offender hiding in plain sight. The nature of a global summit brings with it a host of unique and often complex communications challenges – an unpredictable and highly competitive news agenda compounded by record levels of ‘noise’ on social media. For Zero Waste Scotland – tasked with leading the nation to use products and resources responsibly – never had there been a more critical time to ensure food waste was centre stage.
The Insight
Food waste is the number one contributor to climate change in our homes. We’re not exaggerating – just 1kg of household food waste is the equivalent of landfilling 25,000 plastic bottles (500ml). However, with plastic waste still seen by the majority of people as “public enemy number one” – thanks in part to the “Blue Planet effect” – consumers needed to know about the environmental threat on their plates.
The Big Idea
Stunning visuals – created in partnership with celebrity photographer, Rankin – turned the lens on the shocking statistic that just 1kg of food waste is equivalent to landfilling 25K plastic bottles. Activity – including PR, social media, a photography trail and influencer engagement – kept the threat of food waste front of mind and in the mainstream.
The Results
Despite being in the midst of a global summit, the campaign achieved wall-to-wall, high profile coverage and generated significant consumer conversation and debate across digital touchpoints.
1.3B
reach in titles including Sky News, ITV News, The Guardian, and The Independent
97K
social media engagements
3.5M
organic social media reach
284
pieces of news articles, including global coverage
