A behaviour change campaign with a bit of bite
A new food philosophy
Red Stone worked with WRAP to create 'Compleating', an initiative driven by the ‘Love Food Hate Waste’ campaign. Its aim is to raise awareness on food waste, encouraging people to eat parts of food they might normally throw away.
Creating an eye catching approach in a crowded space
Targeting a digitally-engaged audience through Instagram, Red Stone used a vibrant colour palette and bold graphic approach to really hit home the message: ‘Don't just eat it, compleat it’.
Paired with playful, tongue-in-cheek headlines and a strong call to action, each post celebrates the often unnecessarily discarded parts of the food we eat.
Practical tools, tangible benefits
To sit alongside the social campaign, Red Stone developed a responsive landing page to act as a hub for all things ‘Compleating’. The page gives the user all the tools they need to help the cause, which ranges from practical tips and recipes, to broader environmental and financial benefits.