| Title | OZHARVEST - USE IT UP |
| Brand | OZHARVEST |
| Product / Service | OZHARVEST FOOD WASTE |
| Category | F02. Environmental / Social Impact |
| Entrant | R/GA Sydney, AUSTRALIA |
| Idea Creation | R/GA Sydney, AUSTRALIA |
| Media Placement | JCDECAUX AUSTRALIA Sydney, AUSTRALIA |
| Media Placement 2 | HOYTS CORPORATION Sydney, AUSTRALIA |
| Media Placement 3 | SBS Artarmon, AUSTRALIA |
| Additional Company | OZHARVEST Alexandria, AUSTRALIA |
| Additional Company 2 | BEHAVIOURWORKS AUSTRALIA Clayton, AUSTRALIA |
| Additional Company 3 | LENDLEASE Sydney, AUSTRALIA |
| Additional Company 4 | VAMP Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Seamus Higgins | R/GA | Chief Creative Officer |
| Kate Ross | R/GA | Senior Copywriter |
| Courtney Fay | R/GA | Senior Art Director |
| Maya Murray | R/GA | Designer |
| Lucy Zhang | R/GA | Designer |
| Iggy Rodriguez | R/GA | Creative Director |
| Jonathan Shannon | R/GA | Senior copywriter |
| Bede Gannon | R/GA | Art Director |
Greenhouse gases emitted by food waste are even worse than those produced by oil production, flying or plastic production. Since preventing food waste is the most effective action any individual can take to combat climate change, OzHarvest tasked us with driving behavioural change and influencing households to do just that, propelling Australia towards its 2030 national target of halving food waste. The project was primarily pro-bono substituted, from agency creative development to production requirements to media partner input.
An Australian-first report, commissioned by OzHarvest, helped us unearth behaviour that contributed most to food waste – households losing track of what's in fridges and pantries. We needed to help them use food up instead of sending it to landfill. And to drive effectiveness at scale, our solution had to be easy to stick to. So, we created Use It Up Tape – a highly visible product that made food waste impossible to ignore. The tape was designed to be stuck onto food items and containers, or used to mark out a Use It Up shelf in a fridge or pantry, making it easy for anyone to identify at a glance what needed using up. Users could also find Use It Up recipes on the OzHarvest website for inspiration to breathe new life into their leftovers – ultimately saving food, money and the planet, all one bite at a time
Use It Up Tape is a highly visible, paper-based, recyclable, flexible product that helps anyone see at a glance what food needs to be used up sooner rather than later. Users simply stick it onto food items and containers, or use it to mark out a shelf in a fridge or pantry. Everything about the tape has been designed based on human-centric research to ensure it reflects how real people will actually use it in their homes, driving real behavioural change.
Our Use It Up Tape quickly became a kitchen staple, selling out in less than 24 hours. But, more importantly, 90% of users became more aware of their own food waste as a result, with 71% of users more consciously reducing their food waste – all without any paid media. We set out to inspire action and make it easy for every household to waste less. Use It Up Tape does just that, securing it as a significant step to tackling our global climate crisis.