The SAVE THE FOOD campaign aims to raise
awareness and change behaviors around food waste in the U.S. The integrated
campaign launched on April 20th and will run for the next three years. The
communications hierarchy uses Broadcast TV, Online Film, Digital Banners,
pre-roll ads, press, and out-of-home to
raise awareness on the issue. All communications drive traffic to
savethefood.com, which provides educational information and facts on how to
make meaningful change on the issue. Each piece of site content is bite-sized
and shareable in social media to further spread our message.
In a single weekend, the film received over 9.5 million views on Facebook. The campaign was picked up by high profile publications everywhere — National Geographic, Scientific American, Time Magazine, Fast Company, The Atlantic and more. Celebrity chefs including Tom Colicchio and Mario Batali spread the campaign via their social media channels. The film and print have sparked critical conversation about the issue of food waste all across the United States. At the time of submission, the campaign has generated over 18 million unique mentions and comments.
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