Title | OZHARVEST - USE IT UP |
Brand | OZHARVEST |
Product / Service | OZHARVEST FOOD WASTE |
Category | B04. Use of Ambient Media: Small Scale |
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 |
Courtney Fay | R/GA | Senior Art Director |
Kate Ross | R/GA | Senior Copywriter |
Maya Murray | R/GA | Designer |
Lucy Zhang | R/GA | Designer |
Iggy Rodriguez | R/GA | Creative Director |
Bede Gannon | R/GA | Art Director |
Jonathan Shannon | R/GA | Senior copywriter |
If food waste were a country, it would be the third-largest emitter of greenhouse gases. Our solution, Use It Up Tape. is a highly visible, paper-based, recyclable, flexible product that helps households prevent this from happening. It sticks onto food items and containers, or is used to mark out a Use It Up shelf in a fridge or pantry. Making it really easy for anyone to immediately identify at a glance what needs to be used up.
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. First, we needed to understand which household behaviours contributed most to food waste. An Australian-first report, commissioned by OzHarvest in collaboration with BehaviourWorks Australia, revealed households losing track of what was in their fridges and pantries was the number one factor. We needed to help them use food up instead of sending it to landfill. And to drive effectiveness at scale, it had to be something they could easily stick to.
Armed with the insight that food waste happens when households lose sight of what they have, we created Use It Up Tape – a highly visible, paper-based, recyclable, flexible product that sticks onto food items and containers, or is used to mark out a Use It Up shelf in a fridge or pantry. Everything about the tape was designed based on human-centric research to ensure it reflected how real people might actually use it in their homes, driving real behavioural change and making it really easy for anyone to immediately 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.
Our target audience was to reach all Australian households – from research, we found that mothers had the greatest influence in the kitchen. We partnered with influencers to help promote the tape and show it in action, inspiring their audience to Use It Up. Launching on the UN's International Day of Awareness of Food Loss and Waste on 29th September 2021, we received large PR coverage in support of the product launch.
Use It Up Tape was made available on the OzHarvest website, amplified around the UN’s International Day of Awareness of Food Loss and Waste 29th September 2021, and promoted through owned media and through an army of Use It Up warriors – passionate Instagram influencers who were able to demonstrate to their followers the power the tape had to change the fate of the planet. Despite not using any paid media, Use It Up Tape sold out in less than 24 hours. Designed as an always-on layer, the product is still in market, and continuing to change behaviour in households and the fate of our planet for the better.
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.