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Can you believe that in Sydney one in five bags of groceries end up in the bin? Imagine the sustainability impact if we were more conscious about the food we buy, consume and bin. This was the brief for a campaign targeting well-off city dwellers. The objective was to heighten awareness of food wastage to affect real behavioural change amongst ideas-receptive, inner city professionals earning over $100k. Singling out this market as those who make considered food purchases, Frost* set out to create an aspirational campaign to inspire long-term change.
Rather than focusing on the negative aspects of waste, the solution lay in celebrating the food. Using 3D illustration to hero the very food we’re trying to save, Frost* made the message simply too delicious to ignore. The pop-out typography paired with positive headlines such as ‘Be a Leftover Lover’ and ‘It’s Easy Freezy’ engages and connects with purpose.
This four-week outdoor/digital inner-city campaign across 54 locations was anchored in sound strategy, messaging and tone of voice. It supported residents by building and strengthening a culture of sustainability in city neighbourhoods and empowered residents to take ownership of sustainable initiatives.