Love Food Hate Waste NZ

A $1 million 3 year campaign

Our Goal:

To create a national conversation around reducing food waste and to inspire people to take action to reduce their food waste

New Zealand Blogger Amy from Kapiti

Our Objectives:

Primary

A measureable reduction in household food waste – to see up to 22,900 tonnes diverted from landfill per annum

Secondary

Savings to households as less money is wasted on food that is thrown away

A reduction in the environmental and social impacts of food waste, including the resources used to produce the food

Our Target Audience:

Campaign Themes

Year 1: Love Your Leftovers

Year 2: Storage for freshness and longevity

Year 3: Strategies for families

Campaign Strategy

• Public Relations

• Social Media

• Events

• Community and Celebrity Champions

BUSY FAMILIESAdults with young children

+ ‘My life is full on’

PR Approach

National news media

• We will contact both the traditional channels of print newspapers & magazines, radio, television as well as online sites blogs etc.

• We will create media worthy ‘events’ to provide focus for coordinated PR bursts

• Our PR will be responsive. We will look for opportunities to piggy- back on what is happening globally

PR Approach

Regional activity

• Councils will be encouraged to work with their local media and promote activities in their region e.g. highlight local champions or local events

• Councils will use their local contacts. WasteMINZ will be employing a pr/social media specialist for the duration of the campaign to provide media kits to councils and support for smaller councils who need assistance

Social Media Approach

We will get Kiwis to help us talk about food waste:

• We will create a website, and use facebook and blogs to talk about food waste.

• We will get our audience to help us talk about it and use their content as well as our own to bolster our message

• We will use paid media spend to ensure that people find our website and share our content

• We will empower local Councils to effectively utilise their existing social channels to share Love Food Hate Waste NZ content and messages

We will have campaigns e.g. Using your freezer

Events Approach:

Nationally:

• We will create and share resources for running events

• We will promote local events through paid social media

• We will use events to generate PR

• We will support events initiated by the public

Events Approach

Regionally:

• Councils are encouraged to infiltrate existing high profile events and add value to those. E.gWellington on a Plate, Hawkes Bay Wine and Food Festival

• But also look for opportunities at smaller local events such as farmers markets; street festivals

• Some councils may have the resources and opportunity to create unique events by working with community partners such as food rescue groups

Champions

• We will look for champions to share our message

• They may be national celebrities, local celebrities or passionate community advocates

• We will look for champions within our own organisations

• We will empower them and resource them to share our message

Resources

1. A national website: with recipes, tips advice and statistics

2. A national newsletter

3. A resource bank of marketing

collateral e.g. posters

4. Campaign collateral

5. Lessons for schools

6. Training materials for community champions

Measurement

• We will measure as we go

• Social media, website visits and events

Facebook Stats

Timeframes for Year 1

1. Sign off from MfE by March 2016

2. June 2016 website launched and promoted; staff trained

3. Winter 2016: training community champions; local events supported by mini campaigns

4. November 2016: Key Signature Event

5. Summer 2016: local events supported by mini campaigns