Cool campaign with Ice Age
In December 2016 Love Food Hate Waste (LFHW) partnered with 20th Century Fox to help people understand the amount of food that is generated in homes and the role we all have to play in helping prevent good food from ending up the bin. The focus of the campaign was the launch on DVD of the 20th Century Fox film ‘Ice Age 5: Collision Course’. The campaign communicated key messages around food storage in the freezer, including safety advice, information on date labels, and how the freezer acts as a ‘pause button’ in the home.
The campaign included Love Food Hate Waste branded leaflets in ‘Ice Age 5’ DVD cases nationwide as part of the film’s release, as well as competitions on LFHW’s social media channels to reach families, which our partners supported by sharing, as well as issuing their own posts. Partners also offered prizes as part of the campaign, including DVDs from 20th Century Fox.
The campaign delivered almost two million impressions on LFHW social media channels and almost 10,000 people engaged with us via the LFHW website, with people receiving guidance about the benefits of freezing food and what can be frozen. All raising awareness of Love Food Hate Waste.
Giving up binning food
The ‘Give Up Binning Food Instead’ Lent challenge aimed to encourage people to give up putting food in the bin, rather than cutting out the usual short-term sacrifices, such as chocolate.
The campaign kicked off by encouraging people to sign-up to take part in the challenge, followed by a 40-day series of daily tips focused on weekly food waste prevention themes, supported by social media, weekly emails, as well as influential bloggers.
The campaign saw a high response both in terms of reactions to social media activity and e-mails, with a total of 5.6 million impressions from our social media posts. Publicity coverage included ITV.com, Mail Online, The Sun, Western Mail, Good Housekeeping, Shortlist.com, Stylist.com, several business pages and regional/local titles, as well as support from influencer bloggers. The campaign gained 67 pieces of coverage with around 1.4 million coverage views for our content.