WRAP

A behaviour change campaign with a bit of bite

WRAP

A behaviour change campaign with a bit of bite

Disciplines

A new food philosophy

WRAP commissioned Red Stone to bring to life their latest Love Food Hate Waste campaign, ‘Compleating’. The campaign aims to encourage people to eat parts of food they might normally throw away.

Creating an eye catching approach in a crowded space

Targeting a digitally engaged, socially active audience through Instagram, Red Stone developed a bold graphic approach to achieve cut-through on a platform saturated with food imagery.

Paired with playful, tongue in cheek headlines and a strong call to action, each post celebrates the often discarded parts of the food we eat.

Practical tools, tangible benefits

To sit alongside the social campaign, we developed a responsive landing page to act as a hub for all things ‘Compleating’. Ranging from practical tips and recipes, to the broader environmental and financial benefits, the page gives the user all the tools they need to get involved.