Why is this work relevant for Media?

This is a classic media idea. We took an everyday ubiquitous item, found in almost every restaurant across New Zealand, and turned it into our own personal media channel to talk about OUR restaurants, and drive positive change. This simple piece of previously under-utilised media has allowed us to be present in the most relevant and poignant of moments, in order to best drive results - moments we (and everyone else) have previously been locked out of.

Background

Everybody Eats is a charity kitchen in New Zealand that helps feed Kiwis in need. Their mission is to 'Feed bellies. Not bins.' With 1 in 5 Kiwis today living with some form of food poverty, demand for the Everybody Eats service is ever increasing. As is New Zealand's food waste problem, with over 157,000 tonnes of good food wasted annually. Everybody Eats aims to address these tragic ironies across all parts of their business. Our brief was to convince more fortunate Kiwis - those with plenty - to support the good work of Everybody Eats, so they can continue to feed New Zealand's most vulnerable. And, if possible, continue to address New Zealand's food waste issue.

Describe the creative idea / insights (30% of vote)

The Goodie Box. A takeaway box that’s not just for the diner. It lets diners with too much food, make a donation to those with nothing - in the most poignant moment when their relative privilege is most obvious, and they're therefore most predisposed to generosity. Or simply, a takeaway box that address two problems - food poverty and food waste – by making the user feel good. • If diners feel good about feeding the hungry, they’re more likely to take their leftovers home, which helps to solve our food waste issue. • If diners take their leftovers just to enjoy tomorrow, they have an opportunity to solve our food poverty issue too. Because we knew that over 95% of Kiwis wanted to take their leftovers but weren't,(see following section) we knew the idea had a good chance of success.

Describe the strategy (20% of vote)

Our target was high-value privileged Kiwis; those with the means to enjoy dinners out across New Zealand’s top restaurants. Kiwis who have declined to take their leftovers home, until now. "95% of Kiwi's want to take their leftovers home when they're dining out, but only 5% are brave enough to ask." (Source: ‘Love Food Hate Waste’ study, 2020). This revelation was our way in. We realised that if we gave diners the confidence to ask to take away their leftovers and actually make them feel good about so (by feeding someone less privileged), they just might help us solve our two problems - food poverty and food waste - at the same time. Therefore, we chose to turn the "takeaway box", often a symbol of cheapness, into a symbol of good and deliver it in the most poignant of moments.

Describe the execution (20% of vote)

The box itself was the primary media channel, intercepting diners in over 60 of New Zealand's best restaurants - delivered to the table by waitstaff (trained by us), or on request. Today, as the campaign progresses, more restaurants are signing up every day. To donate, diners simply scan the QR-code and pay with either Apple Pay, Google Pay or credit card. The cost to Everybody Eats? Nothing. Restaurants buy the empty boxes from the supplier, and diners make the donations. A new, 100% sustainable revenue stream, from what was destined for the bin. The boxes were supported with a nationwide campaign: • PR (TV/Radio/Press/Editorial) - launched the idea & began a conversation about how we need to change our thinking around leftovers. • OOH, Digital, Social - reminded diners and their friends, on the way to dinner, what taking a Goodie Box home means.

List the results (30% of vote)

• Over 60,000 meals have been taken home to feed hungry bellies, within the first 6 months in market. • In 60+ affiliated restaurants across New Zealand, with more restaurants joining every day. • 90% of diners in affiliated restaurants now take their leftovers (compared to just 5% previously). • Saving tonnes of landfill every year. • Helping feed hundreds of Kiwis every day at Everybody Eats kitchens. • Thanks to the ongoing revenue generated from the Goodie Boxes, Everybody Eats will be opening a new venue in 2022. • Based on the success of the Goodie Box in New Zealand, the idea will also be adopted overseas by The Felix Project, a UK-based charity.