brochure redesign
TRANSCRIPT
Love Food Hate Waste – Brochure
Objectives
Campaign Strategy
Key Target Audiences- Non-committed food waste reducers- Problem solvers eg Families, single people etc
Secondary ObjectivesBuild and reinforce awareness that food waste costs consumers financiallyChange behavior in the way food is purchased
• Copy on outside can focus on pain point but perhaps break it down more to the lowest common denominator as monthly tested better than yearly food waste totals. People relate to monthly phone bills and individual loss is a strong motivator.
• Promote healthy eating • Cooking with leftovers is easy and quick• Recipes or content can be used by WRAP in
other UK markets • Produce versatile recipes so ingredients can
be swapped • Encourage seasonal buying or buying local
produce• Environmental messages
PROPOSITION: You could save up to £35 a month by throwing away less food
Marketing Mix
RPM’s handing out
Events
Customer requests Web
Summary
Keep it simple - Simple recipes, simple images, simple messages, simple lay out.Hints and tips - Obvious link to food waste and food waste facts. EG Replacement ingredients or alternatives, focus on solving a problem eg what to do with Sunday lunch leftovers, convert to a WRAPLayout – Recipe Pack 2 appealing images and good use of icons Need a Hook – Those with a passing interest need a draw card to get them to read or keep brochure Icons – Vegetarian icon, Quick and Easy Icon, Seasonal Ingredients
Marketing Mix
RPM’s/Volunteers Events
Customer requests
Web
Other Considerations -Shelf life of packs – Have a magnetic information page eg freezing guides, -Call to action - Highlighting website was liked and thought to be green option for content -Suggest quarterly brochures in sync with seasons-Shorter cooking times preferred-Should the pack have moments in the day eg breakfast, lunch, weekend dinner, snacks
Love Food Hate Waste – Ideal Campaign
Participants wanted an eye-catching ‘shock’ followed by personalise message
Best visual•The cheese on toast image was liked by the majority of participants as it combined the food waste message with a powerful financial messages
Financial
Most powerful message
• Given the current financial climate, participants were interested in saving money
• Wasting money was to be avoided at all times, at a household level (not a national level)
People
• Disliked• Too corporate• Unrealistic
Meals
• Mixed reaction• Too nice, not
‘waste food’
Food
• Simple yet bland• Government style• Clear yet boring
Graphics
• Modern and clever• Financial message• Everyday food
MessagesMessages
Want a link to waste
Include a financial hook e.g. £35
Personal message
Introduce humour and less guilt
Avoid ‘preachy’ messages
Include tips that are a call to action
MessagesVisuals
• Grids not wanted
• Large font
• Feature financial message
• Clear food images
• Avoid complex images
• Include web address