The Campaign

Research into the Australian food category revealed three key insights and one great idea. 1. People are wasting more food than ever before - Australians waste $10 billion in uneaten food each year whilst food prices are soaring 2. Sustainability is a key issue and interest for young Australians – particularly when it comes to recycling, using home-grown produce, Aussie brands and cooking with good quality ingredients 3. Family dishes and Australian 'home favourites' resonate with the largest audience and there’s nothing more Australian than a pie: an iconic national dish for any occasion. And what do all pies need? Pastry. Introducing RE-PIE-CLING a vision to inspire people through Pampas' pastry possibilities and create a sustainable food movement in a smart but humble way. Overlayed with our research data, we pin-pointed the foods that are most commonly wasted and created unique Pampas recipes to showcase our 'Re-pie-cling' solutions.

Creative Execution

Engaging Australian sustainability chef Matt Stone we co-created a digital content series of ‘re-pie-cling’ video recipes that were the core of our campaign and lead our strategy across all media touch-points. Utilising Matt’s strong social influence the first video recipe launched on Facebook. Weekly, a new RE-PIE-CLE video would be released along with insider tips on cutting food waste. The campaign then launched across other social platforms and a partnership with MouthsofMums meant we actively targeted our young female audience. Leveraging their Facebook following (230K members) and readers gave us an incremental reach of over 500K. Competitions created user-generated content by asking our Re-pie-clers to share their own Pie and Pastry recipes. Our limited budget meant earned media was key to amplifying our campaign and positioning Re-Pie-Cling as a movement to embrace. Matt Stone and the sustainability subject helped move headlines from food media into lifestyle and news.

• 1.7 million full video views of our Re-Pie-Cling web films across channels • 80% of web traffic users were new, 13% increase in overall site traffic • Facebook fan base growth of 67%: 3,539 fans, +539 against target • 90% of likes from females within target audience (25-40) • Facebook Q&A achieved total engagement of 581 and total reach of 58,290 • 55 media articles and 22 million+ reach across earned media • Pampas dominated the industry Share of Voice with during the period • MouthofMums partnership created $77.5k added value and 350K+ views Ultimately we stopped an iconic Aussie brand being removed our shelves.

With Re-pie-cling we wanted Australians to think differently about food at home and start a movement around reinventing food in a clever way. By leveraging global trends towards food wastage we could create meaningful story that had the ability to go beyond our budget allowance. So we decided on a non-traditional strategic approach. We needed an idea not an execution. A go-to market strategy not reliant on paid media that would appeal to our younger audience’s social culture whilst staying true to our older fans. We focused on a highly social-led campaign so that we could specifically target our audience groups where we knew they were, Facebook - 56% of people 65+ are on social along with 73% of people aged 30-49. Curated video and a spokesperson would provide the shareable content and influencer reach required to drive and deliver our idea and re-pie-cling story with the big impact needed.