How do you make people care about food waste? By creating a beautifully rubbish campaign.

The task from WRAP – the UK’s Food Waste organisation – was to get people to care about food waste.

But how do you get an already sympathy fatigued nation to care about stuff they throw in their bins? Simple, by revealing the connection between food waste and something they do already care about – passionately – climate change.

Striking visuals created a connection between food waste and climate change, and the revulsion the viewer feels upon realising they’re looking at rotting, disgusting food, is exactly the reaction we wanted to create.

There were 4.3m video views of the hero campaign. And 75% of people who saw the campaign said they have done something different as a result.

A quick aside…

We were about to kick off the new campaign when Covid-19 hit. So, with a swift pivot, we put out a campaign that aimed to embed the positive behaviours people had adopted during lockdown.