Reducing food waste in Norfolk required OneAgency’s social prowess alongside engaging video content
In order to tackle the massive problem of domestic food waste in the region, Norfolk County Council needed an initiative that would target young professionals and families – the worst culprits! 63,000 tonnes of food is wasted in Norfolk every year, the equivalent of 140 Boeing 747 aeroplanes.
Following a competitive pitch process, OneAgency was asked to create a campaign that would encourage local people to reduce their food waste.
Research demonstrated that the savings families can make from cutting down the food they throw away (up to £60 a month!) should be the main focus for the campaign’s messaging.
Drawing on this, a bold, lifestyle brand, ‘Plan Eat Save’ was developed by OneAgency, employing on-trend colours, ‘foodie’ imagery and a conversational tone to appeal to a younger audience.
Social media was chosen as the best way to get exposure for the brand and communicate advice direct to the desired audience. Focusing on a strong social strategy across Facebook, Twitter and Instagram, we drafted daily posts including agency-designed visual hints and tips, bolstered by demographic and geographic-targeted social advertising.
We brought YouTube chef Ian Haste on board as the brand ambassador, who created a range of fantastic video content, including recipes and top tips to help reduce food waste in the home. These were then shared via the Plan Eat Save YouTube and social channels, with Ian posting his support of the campaign to tens of thousands of his own avid followers.
As part of Ian’s ambassador roll, we organised a live cookery demo outside the Forum in Norwich. Click here to read more about the day. We also arranged a number of local PR opportunities as a platform for him to talk about Plan Eat Save, including a three-page feature in Feast Magazine.
Followers were encouraged to sign-up to the Norfolk Food Waste Challenge in order to save up to £60 a month, supported by four automated emailed full of helpful advice. This database will then be used to test the success of the campaign.
In the six months since the campaign launched, Plan Eat Save continues to go from strength to strength, engaging a local audience and getting a great response from followers. Analytics show that the following on each social media channel is spot on (based in Norfolk, 20-40 years old). Plan Eat Save is reaching 200,000 each month on Facebook and 150,000 on Twitter. Loved by the client, we hope that the end of year survey of those who have signed up to the challenge will show a positive impact.back to projects