Love Food Hate Waste NZ, a nationwide programme to help New Zealanders understand and take action to reduce their food waste has appointed TBWA\NZ as its creative services agency following a competitive procurement process.
TBWA\NZ will help Love Food Hate Waste NZ with its creative strategy including a new ‘Eat Me First’ campaign, which will build on the programme’s success in raising awareness and encouraging people to reduce food waste through mindful consumption and sustainable practices.
Says Juno Scott-Kelly, communications manager, Love Food Hate Waste NZ: “Nearly 90% of Kiwis agree its wrong to waste food, yet households throw away over $100 of food every month – that’s like leaving a bag of food behind every time you shop.
“With the help of TBWA\NZ, we’ll be highlighting why food waste matters and the easy practical steps we can all take to not only save money but the environment too!
“From better planning and shopping with a list to focusing on what to eat first we hope to extend our campaigns through to supermarkets and brand partners to make a real impact on how much food we waste.
“TBWA presented excellent work and were passionate about the cause, which we are excited to see reflected in our next campaign.”
Says Catherine Harris, CEO, TBWA\NZ Group: “We’re thrilled to be partnering with the Love Food Hate Waste NZ team on this behavior change project. We really enjoyed delving into the research behind why we waste food and had fun finding a disruptive way to help get Kiwis to change their behavior. We’re looking forward to taking the first work to market early next year, and in the meantime, we’ve started our own compost programme and food-saving hacks at TBWA.”
Love Food Hate Waste was established in 2007 by the global climate charity WRAP, NZ joined the network in 2017. Working alongside 52 councils throughout the country, Love Food Hate Waste NZ aims to reduce food waste in Aotearoa by 10% by 2026.