Reducing Food Waste (2016)

Food Waste_Eggs_840x400

BACKGROUND:

Food plays a key role in shaping our identities and is highly celebrated in American society. However, each year 40% of food in the United States never gets eaten, translating to $218 billion lost in wasted water, energy, fertilizers, cropland, and production costs.

Changing household behavior is key to reducing the problem of food waste. Consumers are responsible for 43% of wasted food - more than any other part of the food supply chain – with the average American family of four throwing away $1,500 per year. 

CAMPAIGN OBJECTIVE:

  1. Raise awareness that foodwaste is a problem to which individual consumers contribute
  2. Educate/motivate consumers totake easy and actionable steps to reduce food waste
  3. Generate greater publicconversation around food waste

TARGET AUDIENCE:

The campaign has broad appeal, but it focuses on two key target audiences: moms with children in the household and young adults 18-34. 

KEY MESSAGE:

There are easy steps you can take to reduce food waste. Cook it, store it, share it. Just don’t waste it. 

DONATED MEDIA:

Over $50.4 million in donated media from April 2016 to July 2017

MEASURABLE RESULTS:

The Save The Food campaign saw high exposure and public engagement. The video received over 12 million online views, and the campaign received over 1.2 million website visits. Save the Food also formed a unique partnership with Amazon’s Alexa, to develop a skill for the Amazon Echo voice assistant to make saving food even easier.

Since the launch of the campaign in 2016, around 31% of respondents said that they’ve heard messages about food waste in the media, and 54% strongly agree that it’s a big problem in the United States. Furthermore, on average, 69% strongly agree that individual actions can make a difference in reducing food waste. 

Help us improve this site!
Take our quick survey.

Ad Council Family of Sites