Morrisons has launched a below the line campaign about minimising food waste in a bid to further boost its “food-specialist for everyone” brand message.
The “Great Taste Less Waste” campaign will see all relevant Morrisons food ranges carry stickers with advice on how to best store the product in order to prolong life and reduce food waste.
The fourth biggest supermarket chain says the food waste issue is currently ignored by its rivals and the public are ill-informed, despite government figures showing 12m tonnes of food goes to landfill each year.
It says the food production and retail cycle contributes 2% to the UK’s CO2 emissions, while dumped food produces methane which is 24 times more corrosive than Co2.
It adds consumers could save £600 a year, or £50 a week if it follows its advice. Morrisons customer research showed only 12% think supermarkets “get packaging right” to help them keep food fresher for longer.
A spokesman says the move will “help to fuel Loyalty” among Morrisons customers because the on-pack, in-store, web and PR campaign will help them to save money and contribute to improving the environment.
“Morrisons is already doing very well on reducing its own food waste, but what’s the point if we don’t help customers to do their bit as well?” he says.
The open-ended campaign launched in-store today and in a national newspaper. The collateral design was handled by sales promotion incumbent Result Customer Communications.