Amid the cost-of-living crisis, LUX crafted a campaign for longstanding client Zero Waste Scotland to help Scots see the value in every tin. We positioned tinned food as the hero: affordable, nutritious, long-lasting and endlessly recyclable, showcasing it as a smart choice for both wallet and planet. To shift perceptions, LUX created bold, modern social content featuring recipes, food photography and playful “inspo-graphics” that re-tinvented the tin. With chef Julie Lin as campaign ambassador, we took the Can-paign on the road, sparking nationwide conversation.

The multi-award-winning campaign generated 4.5 million digital impressions and an 841% uplift in engagement on Zero Waste Scotland’s social channels. The difference was seen immediately, inspiring 55K more Scots to add tinned food to their shopping, delivering genuine environmental and financial benefits during the wider cost of living crisis.