Twelve months on from the official launch of ReFood’s Waste For Good brand campaign, their first campaign working in collaboration with Propaganda, the results make for impressive reading: a 33% increase in their customer base and a huge 256% increase in physical bin collections. In total ReFood diverted an incredible 103,377 tonnes of food waste away from landfill. That’s the equivalent weight of 261 jumbo jets! So it’s fair to say that food manufacturers and retailers found ReFood’s greener, safer and cheaper proposition, compelling.
For the 2014 campaign, the Propaganda Creative team will build on the great success of the last 12 months, spreading the word that sending food waste to landfill doesn’t make sense commercially, socially or environmentally.
The campaign message focuses primarily on the commercial benefits ReFood can deliver. With the increase in landfill tax in April 2014, ReFood can now save businesses, on average, 45% compared to sending waste food to landfill. Equally, it promotes the growing nationwide network of cutting-edge Anaerobic Digestion (AD) plants that will enhance ReFood’s processing capability by 450% over the next 12 months, cementing their position as the UK’s leaders in AD.
The new campaign was launched in April with an exhibition at Wasteworks, a new event aimed at the hospitality sector. Also, following last year’s success, ReFood will be exhibiting at Eco Fair later this month. The advertising campaign kicked off with a 3 month sponsorship of the Yorkshire Post Business pages, containing a series of banners and adverts each highlighting why recycling food waste with ReFood isn’t just good for the environment, but good for business too.