This brochure aims to reduce food waste through a campaign targeting non-committed food waste reducers and families. It promotes saving up to £35 per month by wasting less food, and provides recipes and tips like cooking leftovers, seasonal buying, and freezer guides. Testing found participants wanted an eye-catching financial message followed by personalized tips. The most effective visual used an image of cheese on toast to combine the food waste and savings messages.

1. Love Food Hate Waste – Brochure
Objectives
Campaign Strategy
Key Target Audiences
- Non-committed food waste reducers
- Problem solvers eg Families, single
people etc
Secondary Objectives
Build and reinforce awareness that food
waste costs consumers financially
Change behavior in the way food is
purchased
• Copy on outside can focus on pain point but perhaps break it down more to the lowest
common denominator as monthly tested better than yearly food waste totals. People relate to
monthly phone bills and individual loss is a strong motivator.
• Promote healthy eating
• Cooking with leftovers is easy and quick
• Recipes or content can be used by WRAP in
other UK markets
• Produce versatile recipes so ingredients can
be swapped
• Encourage seasonal buying or buying local
produce
• Environmental messages
PROPOSITION: You could save up to £35 a month by throwing away less foodPROPOSITION: You could save up to £35 a month by throwing away less food
Marketing Mix
RPM’s
handing out
Events
Customer requests Web
Summary
Keep it simple - Simple recipes, simple images, simple messages, simple
lay out.
Hints and tips - Obvious link to food waste and food waste facts. EG
Replacement ingredients or alternatives, focus on solving a problem eg what
to do with Sunday lunch leftovers, convert to a WRAP
Layout – Recipe Pack 2 appealing images and good use of icons
Need a Hook – Those with a passing interest need a draw card to get them
to read or keep brochure
Icons – Vegetarian icon, Quick and Easy Icon, Seasonal Ingredients
Marketing Mix
RPM’s/Volunteers Events
Customer
requests
Web
Other Considerations
-Shelf life of packs – Have a magnetic
information page eg freezing guides,
-Call to action - Highlighting website was liked
and thought to be green option for content
-Suggest quarterly brochures in sync with
seasons
-Shorter cooking times preferred
-Should the pack have moments in the day eg
breakfast, lunch, weekend dinner, snacks

2. Love Food Hate Waste – Ideal Campaign
Participants wanted an eye-catching ‘shock’
followed by personalise message
Best visual
•The cheese on toast image was liked by the
majority of participants as it combined the
food waste message with a powerful financial
messages
Best visual
•The cheese on toast image was liked by the
majority of participants as it combined the
food waste message with a powerful financial
messages
Financial
Most powerful message
• Given the current financial climate,
participants were interested in saving money
• Wasting money was to be avoided at all
times, at a household level (not a national
level)
People
• Disliked
• Too corporate
• Unrealistic
Meals
• Mixed reaction
• Too nice, not
‘waste food’
Food
• Simple yet bland
• Government style
• Clear yet boring
Graphics
• Modern and clever
• Financial message
• Everyday food
Messages
Messages
Want a link to waste
Include a financial hook e.g. £35
Personal message
Introduce humour and less guilt
Avoid ‘preachy’ messages
Include tips that are a call to action
Messages
Visuals
• Grids not wanted
• Large font
• Feature financial message
• Clear food images
• Avoid complex images
• Include web address