We introduced the ‘Love Food Hate Waste’ campaign in 2007 to motivate and help people waste less. Ten years on, we commissioned new research to better understand how the campaign can continue to meet the needs of Love Food Hate Waste partners, and the public, in the food waste fight.

We found that the brand was still well-liked, and that a ‘refreshed’ look and feel with an updated website and consistent set of partner resources could help us deliver even greater impact.

The research has informed a new campaign approach designed to reach the right people with the right information, tools and resources, at the right time. We also began to develop suites of materials around ‘campaign moments’, beginning with ‘The Big Freeze’ campaign, which we ran with 20th Century Fox around the launch of their new ‘Ice Age’ film.

The results are a fresh identity for the brand that builds on its existing trusted reputation and credibility. The new ‘look and feel’ is currently being applied to new ‘Love Food Hate Waste’ materials that can be adapted for multiple uses by our partners.