Reducing Food Waste (2016)

Food Waste_Eggs_840x400

BACKGROUND:

While food plays a key role in shaping our identities and is highly celebrated in American society, each year 40% of food in the United States never gets eaten, translating to $218 billion lost, which includes the cost of food wasted on the consumer level, retail, wasted water, energy, fertilizers, cropland, and production costs. 

In addition to wasting precious resources, nearly all of the food waste ends up in landfills where it decomposes and releases methane, a form of climate pollution that is up to 86 times more potent than carbon dioxide. In fact, food is the single largest contributor to U.S. landfills today. All this while one in eight Americans don’t have a steady supply of food to their tables.

Consumers are responsible for more wasted food than farmers, grocery stores, restaurants, or any other part of the food supply chain, so changing household behavior is key to reducing the problem of food waste.

CAMPAIGN OBJECTIVE:

To raise awareness about the economic and environmental impacts of wasted food and encourage Americans to make simple lifestyle changes like making shopping lists, repurposing leftovers, and learning how to properly store a wide variety of foods to help “Save the Food”.

The PSAs drive to SaveTheFood.com, where Americans can learn how to better plan, store, and cook their food.

TARGET AUDIENCE:

Mothers and Millennials

KEY MESSAGE:

Good intentions lead people to waste 40% of food in the United States. Save the food.

DONATED MEDIA:

Over $50.4 million in donated media and earned media support since the campaign launched.

MEASURABLE RESULTS:

According to the national tracking study conducted between April 2016 and May 2017 with adults aged 18+, after the launch of the campaign in April 2016, the net PSA recognition among general market adults grew significantly from 18% in May 2016 to a median of 22% for the rest of the year. In terms of awareness, around 54% of general market adults strongly agree that food waste is a big problem in the United States and 69% agree that individual actions can make a different in reducing food waste.

As of July 2017, SaveTheFood.com has received over 1.7 million visits to the site, and The Extraordinary Life and Times of Strawberry TV PSAs have collectively gained over 1.2 million views.

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