This month Icon launched the Love Food Hate Waste 'I Love Leftovers' campaign for Sustainability Victoria
Each year Victorian households throw away over 250,000 tonnes of edible food. That’s 1 in 5 bags of food they buy or 20% of their annual grocery budget. Worse still, the rotting waste sent to landfill can release up to 400,000 tonnes of greenhouse gases into our environment annually. It’s a big problem.
Icon’s ‘I Love Leftovers’ campaign was created to build awareness around the issue and inspire householders to adopt behaviours that will directly reduce the amount of food they waste. Rather than beat up consumers with the statistics and guilt associated with wasting food, ‘I Love Leftovers’ is designed to stimulate a positive conversation and start a movement. By tapping into the pride that stems from doing the right thing, people are empowered to take action and share their beliefs through social networks.
Icon developed the campaign strategy, identity and 10 fun videos with a range of recipes and tips to encourage people to make something with their leftovers, rather than throw them out. The videos were posted on Love Food Hate Waste’s Facebook page and achieved instant cut-through - the first amassed 10,000 views in the first 24 hours. In total, the videos have had almost 50,000 views on Facebook alone.
A suite of digital banners were produced for Taste, Mamamia and Huffington Post websites along with a range of shareable social media assets. Branded promo items such as tea towels, aprons and calico bags, through to posters and stationery were also produced to support the campaign.
So next time you’re wondering what to do with that leftover broccoli stalk or last night’s leftover roast veg, hit the ‘Love Food Hate Waste’ Facebook page for some foodie inspiration. Feed the family, save money and do something positive for the environment. What’s not to love?