Food Waste

Save the food 
CASE STUDY

Publicis Sapient US

Result

The campaign has received over 60 million in donated media, the most ever for an Ad Council campaign.

Each year, 40% of all food produced in America never gets eaten. That’s 952 pounds per family. $218 billion in wasted resources. And the single biggest contributor to U.S. landfills. How do you solve a problem this big?

First, we raised awareness. A shortfilm —The Extraordinary Life and Times of a Strawberry—played in theaters across the country and showed everything that goes into one simple fruit. Then, print and OOH pieces surfaced staggering food waste facts (like the fact that wasting one egg is the same as wasting 55 gallons of water).

Next, we turned that awareness into action –with a series of digital tools and content that helped people fight food waste everywhere it happens. It happens at the fridge. So, we created The Save The Food Alexa Skill, which helped people store food so it lasts longer, tell if it’s still good, and even revive it once it’s past prime. It happens in the kitchen. So,we partnered with world-renowned chef Dan Barberto give people surprise cooking tutorials at their house. And created partner content withScraps, a TV show dedicated solely to waste-free cooking. And it happens when people shop. So,we built The Guest-imator—a party-planning calculator that tells you exactly how much to buy based on how many people you’re serving. Then, for everything else, we created Live It: a constantly-updated collection of tools, tips, and organizations from across the country. The campaign has received over 60 million in donated media, the most ever for an Ad Council campaign. It’s been featured in major publications like the New York Times, TIME Magazine, Mashable, USA Today, NPR, Huffington Post, National Geographic and The Guardian. And now, 54% of Americans list food waste as one of the country’s top three biggest problems. Even Congress has taken notice, introducing “The Food Recovery Act” earlier this year —a bill with over 12 measures aimed at reducing our food waste problem.


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