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.”