‘Love Food Hate Waste’ aims to encourage UK consumers to cut back on the £10bn worth of food thrown out of homes every year, with activity running across press, radio, outdoor and online, in addition to an in-store campaign running in the Co-operative Retail Group.
The campaign has been created by archibald ingall stretton and builds upon the launch phase of activity which consisted of a creative PR approach. It features people who have similarities in appearance to food items, such a potato, an egg and a fish.
According to WRAP, since the launch of the campaign 2m more households have started taking steps to cut back on the amount of food they throw away, saving on average £164 per household each year as a result. Across the UK, this adds up to a yearly saving of £300m, stopping 137,000 tonnes of food being thrown away.
The campaign targets busy families and couples by featuring everyday foods like meat and vegetables and the ads will direct consumers to lovefoodhatewaste.com for further advice on reducing household food waste.
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