Too Good To Go: Making Food Waste a National Issue
To build awareness of the huge food waste problem in the U.K., the brands partnered to inspire consumers to take action against it with apps like Too Good To Go.
Using consumer research, PAN and Too Good To Go calculated the insight that 720 million eggs are thrown away every year, because consumers don’t know if they are fresh enough to eat past the ‘best before’ date. The integrated campaign then helped consumers take action with a simple video showing how to test eggs for freshness, together with recipe tips on the Too Good To Go blog.
The story was covered by every national UK newspaper, including the front page of The Guardian, and 50 other consumer publications. It reached 4M+Twitter accounts and drove 8000+ video views. Traffic to Too Good To Go’s website spiked during the campaign, with new users making up 86% of visitors.
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