Public Sector: Campaign breakdown - Love Food Hate Waste

Agency: Fishburn Hedges
Client: Waste and Resources Action Programme (WRAP)
Timescale: Now until the end of 2009
Budget: Undisclosed

- What is the campaign?

The campaign is run by WRAP, a government-funded organisation that encourages recycling and resource efficiency. Love Food Hate Waste has launched a national campaign that sets out to help people cut back on the £10bn worth of food thrown out from UK homes each year, showing how they can save money.

- Why is it happening now?

This campaign builds on the success of the launch phase that saw two million more households start taking steps to cut back on the amount of food they throw away, saving on average £164 per household each year.

- Who is being targeted?

Busy households and couples.

- What has already happened?

Love Food Hate Waste won the 2008 PRWeek highly commended award for public sector consumer campaign for the work it did, which included developing a food waste report and supporting the 'crying pear' creative ad campaign.

- What is planned next?

The campaign will move from an issues-based to a solutions-based approach. Tactics involve an appearance at the Real Food Festival. The agency will generate press and online coverage using the theme of the ads - people who look like their favourite food.

- What challenges does the campaign face?

Fishburn Hedges consultant Francesca Bennett said: 'People are aware of the issues but are very busy. It is all about providing simple points and steps that they can act on immediately and have achievable results.'

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