The Department of Water and Environmental Regulation (DWER) wanted to help reduce the amount of household food waste that goes into landfill each year. Aussie households chuck out between 100 to 200 kilos of edible food every year.
DWER briefed Likeable Creative to create a TV commercial and supporting press, outdoor and digital campaign material to encourage people to use up the ingredients they already have in their fridge and pantry.
We created a campaign called “Chuck It” where we model the behaviour of chucking leftover ingredients into recipes, rather than chucking them in the bin. Said Likeable Client Director, Rod Killick, “We wanted to people to look into their fridge and, rather than chuck out a cauliflower that’s past its finest hour, chuck it in a soup instead.”
The fun, simple demonstration TV commercial playfully shows people literally chucking leftovers into their cooking. The commercial was strategically aired during mealtimes for message saliency.
Other campaign elements extended the message of normalising the idea of consuming leftovers across a range of media including placement of the press ads in community newspapers, which is where local supermarkets also advertise. Another particularly targeted media idea was to buy the Shopalite digital screens in shopping centres to interrupt shoppers on their way to supermarkets. The campaign also appeared on suburban buses and outdoor posters to target people on their drive home as they are thinking about “what’s for dinner?”