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WRAP - Love Food Hate Waste
The average family throws away around £50 worth of food every month, which is bad for the environment and for household budgets.
The Waste & Resources Action Programme (WRAP) invited Corporate Culture to build on its national Love Food Hate Waste initiative with a campaign extension to raise awareness of food waste.
We created a range of ‘Food Lovers’ executions to highlight the issue. The creative approach also provides extra motivation to act by communicating the financial and environmental benefits of reducing waste.
The resulting campaign is clear and immediate, and the impact it has had is no less impressive. More than 300 local authorities in England have set up Love Food Hate Waste initiatives and saved an estimated 1.1 million tonnes of food, worth over £2.5 billion, from going to waste.
Every pound spent by WRAP on the campaign has avoided around £150 of food waste, and local authorities have saved at least £22 million in avoided waste facility fees and landfill charges.
“The process was complicated because of working across all UK nations, with each nation requiring different artwork versions. The service we received from Corporate Culture was excellent the whole way through and they have developed a great range of ‘food types’ to add to the consumer food waste suite of designs.”
Annemarie Taylor, Project Manager, WRAP
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