OzHarvest is an organisation that rescues unwanted and unclaimed food otherwise destined for landfill and distributes it to over 2 million Australians that suffer from food insecurity. The cost of wasted food is incredibly high, both to society and the environment.
The organisation needed to drive awareness of their mission and involve more people in their business model – through actively participating in their food rescue programs as volunteers, by donating money to their cause, or by sharing on their message to reduce and prevent food waste.
As the intersection of personal branding and sharing lifestyles, social media is the perfect place to build a charitable movement around preventing food waste.
We created a social movement that enlightened consumers of the scale of Australia’s food waste problem, while driving consumers to engage in a microcosm of their business model.
Pledge A Plate was a challenge that encouraged consumers to create a new meal from their leftovers, sharing their creation across social media with #pledgeaplate, challenging others to join in and donating the money they saved to OzHarvest’s food rescue and education programs.
Pledge a Plate launched the Eat, Think, Save campaign which has been responsible for spreading awareness of global and local food waste.
see what we can cook up for you!
Next Case Study
Maximus: Brand Launch and Positioning
Do sports people even drink sports drinks? Or should we embrace the true consumer's lifestyle to challenge the existing giants in the category?
(Spoiler: The second one.)