TEAM 5 PRESENTS…
THEIR GREAT BRITISH DIVERSITY EXPERIMENT
THE BRIEF
Help families in the UK to stop wasting so much food.
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INSIGHT
The UK is a diverse nation with many different cultures, traditions, habits, tastes and lifestyles,
but we are united by the types of foods we waste.
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They are the everyday items. Not the sexiest food on our shelves. Not the foods we day-dream about or salivate over. It’s the cheap stuff we take for granted. The foods we can easily forget about. That we can so easily get more of...
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STRATEGY
We will remind the nation of the everyday foods that we all waste the most, that we neglect and forget and bin. Then we’ll help them fall back in love with them again.
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We will equip families throughout the UK with inspiration and tools to help them plan and cook better, and waste less. While generating content and tools that can live on, and help families continue to tackle their leftovers with Tesco.
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IDEA
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A ten week conversation with the nation, tackling leftovers one at a time LAUNCH ____
ENGAGE & EDUCATE ____
BRING TOGETHER ____
SUSTAIN ____
Raise awareness and start the conversation around the foods we waste the most across the UK
Each food will get it’s own incredible, showstopping, jaw-dropping, lip-licking week
Unite communities online and instore to share ideas and be inspired
New product range and helpful content that can continue to support UK families to waste less food
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BRINGING IT TO LIFE
LAUNCH
OUT OF STOCK To kick off our campaign we’re going raise awareness about the top 10 Most Wasted Foods in a big way– by removing these popular items from our shelves across the country. This will start the food waste conversation as people begin to realise just how much favourite everyday foods are wasted. UK families will gather around the dinner table and wonder what happened to their most favourite foods and what can they do to save them?
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ENGAGE & INSTORE
JAM IT, FREEZE IT, SOUP IT, SAVE IT Now that we’ve got the nation curious, we’re going to give them the tools to make ‘every bit of food count’. At the beginning of every week a famous foodie will be announced on our social channels as an ambassador for that week’s food (i.e. Baker Bros will host Sliced Bread Week). The ambassadors will hold a cook-a-long at different flagship Tescos around the UK, where you bring your ingredient from home. Families will learn how to give their food a second life by creating time and money saving conserves, chutneys, stews, frozen puddings etc. At the end of the cook-a-long, we gift ‘jam-it’ kits to families, so they can bring all they’ve learned, home. These recipes will also be used on YouTube and our other social channels. 16
RESCUE SQUAD On our social channels, we’ll feature the Tweetable Rescue Squad, a guerilla cooking team that helps you learn how to save your food from going to waste. They don’t care if you jam it, freeze it, soup it, or save it. As long as you just don’t bin it. Each week they’ll create quick, easy to understand content highlighting unique ways to rescue that week’s Most Wasted Food. If it’s Potato Week and you’re stuck without an idea for your leftover potatoes, tweet the Rescue Squad with #MWFRescueSquad or take a fridge Shelfie of what you have left over and they’ll respond with a simple rescue tip.
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TESCO ‘MADE IT COUNT’ RANGE Using the top ten most-wasted ingredients we create products that go back into Tesco’s shops. We can get fresh foods about to go to waste and create croutons, chutneys, jams, sauces, beer etc. The foods for the ‘Made It Count’ range will be from recipes submitted by families across the UK. The recipe will be printed on the packaging, so you can make your own at home. These foods will act as a continuous reminder for all of us to keep making every little bit of food count.
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RECAP
Insight: We all waste the same everyday foods These are foods that none of us value highly enough because we’ve stopped thinking about them The idea: The ‘Every little bit of food counts’ project, A ten-week conversation with the whole nation Strategy: Capture imagination and raise awareness of the foods we take for granted Help people act: help them plan and be prepared for leftovers A multi-platform idea that speaks to all of us and the foods we waste Target audience: All families across the UK Results: Tesco shoppers feel good for wasting less food Tesco brand seems more human and caring again (A growing trend in ol’fashioned preserving, freezing and using it up!?) 20
At Tescos we care about every piece of food going through our stores. But we also go beyond, by caring about what you, our customers, do with your food. Because we believe ‘every little helps’, and that includes every little bit of food. (yes, those 1.9 billion potatoes thrown away every year or 1.6 billion apples tossed away without a second thought), adds up to a whole lot of savings you make. So, with Tescos, save every little piece. As well as time, money… And the planet. It’s time to make every little bit of food count.
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THANK YOU TEAM 5 Rajmeena Aujla Janelle Feliciano Nakisha Kiely
Anna Bulman Ali Hanan Ewa Lelontko Gori Yahaya
MENTORS Thea Hamren David Bomphrey