Save the Food

NRDC

Transforming the Way We Think About Food Waste

“American consumers waste 40 percent of the food they buy, 25 percent originating in the home,” says the National Resources Defense Council (NRDC), an organization that is equipping consumers with simple tools to diminish food waste.

Our Approach

The SapientRazorfish team used customer-centric thinking to frame NRDC’s goal for waste reduction by architecting an integrated hierarchy for how consumers, through simple actions, could diminish food waste. The campaign leveraged broadcast, TV, digital film and banners, pre-roll ads, press and out-of-home media (OOH) to raise maximum awareness.

The Challenge

The team was challenged to educate consumers about the problem’s domino effect — on wasted money, water, and labor — in ways that would encourage them to become a part of the solution through simple, personally rewarding actions.

The Solution

An ongoing campaign (over multiple media channels) called Save The Food shows consumers how a few simple actions can curb food waste while reducing carbon gas emissions. Each piece of campaign content, easy to digest and easy to share through social media, further amplifies the campaign’s message and educational goals.

Each piece of the Save The Food campaign content, easy to digest and easy to share through social media, further amplifies the campaign’s message and educational goals.

For example, that single strawberry, ounce of milk, or piece of bread, when added up with all the other seemingly inconsequential forgotten food lying in the back of the fridge, triggers negative environmental, economic and social impacts. Food is alive, it sustains us all, and it deserves to be saved. The ongoing campaign gives food a voice and the platform to explain how the collective actions of a few can have enormous impact on the many.

 

Save The Food ads

Music donated by award-winning composer Michael Giacchino creates an emotional connection to the broadcast and digital film segments of the campaign.

Results

Broad media coverage was generated from AdWeek, Time Magazine, National Public Radio, National Geographic and other media outlets. 

Press logos
 

 

More Work

Locations

46 Cities.
5 Continents.
1 Vision.