Waste not

MSL New-York

Waste Not - the cookbook

The goal of this project was to eliminate food waste and encourage a movement called "Waste Not Wednesday." MSL NY created a cookbook for the James Beard Foundation with recipes to reduce food waste and conducted Media around the cookbook using celebrity spokes people, social posts, created a PSA, created toolkits for chefs and culinary school programs. The goal was to stop people from throwing out food once a week on Wednesdays to create the habit. We were able to secure significant media coverage. This led to an exclusive with the Washington Post. The social strategy that they did and the PSA created are still being used weekly. 

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