Love Food Hate Waste – Brochure

Objectives

Campaign Strategy

Key Target Audiences- Non-committed food waste reducers- Problem solvers eg Families, single people etc

Secondary ObjectivesBuild and reinforce awareness that food waste costs consumers financiallyChange behavior in the way food is purchased

• Copy on outside can focus on pain point but perhaps break it down more to the lowest common denominator as monthly tested better than yearly food waste totals. People relate to monthly phone bills and individual loss is a strong motivator.

• Promote healthy eating • Cooking with leftovers is easy and quick• Recipes or content can be used by WRAP in

other UK markets • Produce versatile recipes so ingredients can

be swapped • Encourage seasonal buying or buying local

produce• Environmental messages

PROPOSITION: You could save up to £35 a month by throwing away less food

Marketing Mix

RPM’s handing out

Events

Customer requests Web

Summary

Keep it simple - Simple recipes, simple images, simple messages, simple lay out.Hints and tips - Obvious link to food waste and food waste facts. EG Replacement ingredients or alternatives, focus on solving a problem eg what to do with Sunday lunch leftovers, convert to a WRAPLayout – Recipe Pack 2 appealing images and good use of icons Need a Hook – Those with a passing interest need a draw card to get them to read or keep brochure Icons – Vegetarian icon, Quick and Easy Icon, Seasonal Ingredients

Marketing Mix

RPM’s/Volunteers Events

Customer requests

Web

Other Considerations -Shelf life of packs – Have a magnetic information page eg freezing guides, -Call to action - Highlighting website was liked and thought to be green option for content -Suggest quarterly brochures in sync with seasons-Shorter cooking times preferred-Should the pack have moments in the day eg breakfast, lunch, weekend dinner, snacks

Love Food Hate Waste – Ideal Campaign

Participants wanted an eye-catching ‘shock’ followed by personalise message

Best visual•The cheese on toast image was liked by the majority of participants as it combined the food waste message with a powerful financial messages

Financial

Most powerful message

• Given the current financial climate, participants were interested in saving money

• Wasting money was to be avoided at all times, at a household level (not a national level)

People

• Disliked• Too corporate• Unrealistic

Meals

• Mixed reaction• Too nice, not

‘waste food’

Food

• Simple yet bland• Government style• Clear yet boring

Graphics

• Modern and clever• Financial message• Everyday food

MessagesMessages

Want a link to waste

Include a financial hook e.g. £35

Personal message

Introduce humour and less guilt

Avoid ‘preachy’ messages

Include tips that are a call to action

MessagesVisuals

• Grids not wanted

• Large font

• Feature financial message

• Clear food images

• Avoid complex images

• Include web address