WRAP launches campaign urging consumers to love food

The Waste & Resources Action Programme (WRAP) has launched new ads to promote its Love Food Hate Waste campaign, showing how people can save money by enjoying their food more instead of wasting it.

The Waste & Resources Action Programme (WRAP) has launched new ads to promote its Love Food Hate Waste campaign, showing how people can save money by enjoying their food more instead of wasting it.

The integrated campaign was created by archibald ingall stretton and includes press, radio, outdoor and online ads.

It features people who love food so much that they have come to slightly resemble what they eat. The images are supported by copy that outlines hints and tips on how people can reduce food waste.

The latest campaign builds on the “Crying pear” ads, which launched Love Food Hate Waste in 2007 as part of an integrated online, advertising and PR push.

According to the WRAP, since its launch, two million more households have started taking steps to cut back on the amount of food they throw away, saving on average £164 per household each year as a result. Across the UK, this adds up to a yearly saving of £300m.

Jon Ingall, managing partner at archibald ingall stretton says: “The campaign is about getting back to the everyday pleasure of food and kitchen craft and the benefits of doing so. This message is even more relevant as people across the country tighten their belts.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here