Love Food Hate Waste
New Zealand wastes over $3.2 billion worth of food a year.
To bring attention to the massive food waste problem in NZ, we partnered with Love Food Hate Waste NZ and showed the nation what happens if you don't prioritise eating the food you buy.
Creating a campaign that went bad, for good!
The goal was to shock New Zealand into action, combating food waste by using our free Eat Me First stickers. These reusable stickers were developed to label your food in fridge + pantry to remind you what to finish off first, before it became food waste
Love Food Hate Waste created these Eat Me First Stickers, free, reusable, and the solution to NZ’s food waste problem. A simple label and a unmissable reminder to eat this meal first, before the temptation to open Uber eats, or go grocery shopping.
We created a series of billboards depicting the most common foods wasted in New Zealand. These billboards confronted Kiwis with a powerful food waste statistic as they grew mouldier everyday.
These monuments stopped people in their tracks and hit them with the hard facts of food waste, immediately aiming to get more Eat Me First Stickers into people’s hands and lives.
(As an amateur photographer this was a highlight, how could I turn down the opportunity to shoot a giant pork-chop!)
We used street posters across the country to made sure Kiwis were hit with the hard to stomach food waste stats.
Client: Love Food Hate Waste
Agency: TBWA
Creative Directors: Frank Garguilo & Jeffery Tune
Copywriter: Crystal Hay & Simon Watts
Art Director: Michael Gillard-Allen & Rhiana Merota