CASE STUDY
WRAP Cymru -
Be Mighty. Recycle: Cardiff Market
Making food waste recycling simple for our on-the-go target audience in Wales
CAUSE:
In Wales, a quarter of the bin is made up of food waste, and 80% of that could have been eaten.The Be Mighty. Recycle campaign, running since 2020, aims to discourage people in Wales from wasting their food, by using up what they can eat and disposing properly of what they can’t.
CAMPAIGN:
For this campaign burst, we created a behaviour change campaign that was aimed at encouraging the people of Wales to waste less food by using up what they have, and disposing of inedible food waste properly in a food waste caddy. We launched a live food demo at Cardiff Market with two of our influencers, Matt Pritchard and Chris 'Flamebaster' Roberts, both of who created recipe content for their Instagram and TikTok channels. We also worked with Cardiff Mum who created content for her Instagram.
IMPACT:
The campaign drove awareness of the issue and created behaviour change with our key target audiences. 36% of people in Wales engaged with the campaign, with 57% inspired to do something differently as a result. We gained 1.6m in reach through media engagment, including a prominent broadcast piece on ITV and radio with BBC Radio Wales and BBC Radio Cymru. Our influencer content gained over 420,000 video views and almost 6,000 engagements, with above industry standard engagement rates on both Instagram and TikTok.
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