Love Food Hate Waste
New Zealand wastes over $3.2 billion worth of food a year. To bring attention to this massive food waste problem in NZ, we 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 with a multi-channel campaign. Featuring billboards that grew mould, street posters with hard to stomach facts, as well as impossible to ignore mouldy food monuments that took over popular spaces in NZ’s biggest cities.
This campaign was my first pitch experience, and allowed me to get hands on with making more nontraditional OOH and activations.
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\NZ
Creative Directors: Frank Garguilo & Jeffrey Tune
Copywriter: Crystal Hay & Simon Watts
Art Director: Michael Gillard-Allen & Rhiana Merota
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