Solution

We dramatised the insight that everyday food is wasted, due to lack of inspiration. We wanted people to rescue forgotten vegetables, the shrivelled pepper in the fridge, the sorry looking potato at the back of a cupboard that would otherwise be thrown away.

To bring this idea to life we borrowed the clothes and language of real charity advertising to create a heartfelt campaign against food neglect – “Because Food Deserves Better”.

To raise awareness of our campaign we first launched a series of TV and radio adverts, starting over the Christmas period, highlighting the plight of less fortunate vegetables everywhere.

During the first few weeks, we also used other media channels traditionally used by charities. This included a door drop to a million homes, containing an emergency stock cube and useful tips on how to save a vegetable.

Elsewhere national press helped raise awareness of the issues surrounding food neglect and directed the public to the website www.foodservesbetter.com (created by online partners Agency Republic). Here people could pledge their support by signing the petition, or press the “Food Aid” button to access tips and recipes. The recipe page featured a “Meal success story of the day” as well as audio recipes which could be downloaded to MP3 players.

Knorr recorded its best ever Christmas, with a 29% shift in sales since launch, made even more impressive seeing as they had remained flat for the previous 3 years.