1. Creative Brief and Strategy
Statement
Waste Not, Want Not
RSA Student Awards
Lucy Bryan-Smith
2. What is the key insight in this brief?
People are used to living in a throw away society and lack
knowledge about the aftermath of food waste. By wasting
food they are ultimately ‘throwing away money’.
Waste Not, Want Not
RSA Student Awards
Lucy Bryan-Smith
What are we trying to achieve?
To get people to change their behaviour towards food waste
To raise awareness about how much money they are loosing
through not using food effectively
Who are we trying to influence?
Single people who live independently waste the most food
per person. Food can often come packaged for two people
and buying too much fruit and veg (trying to be healthy) can
also be a big factors, they can’t eat it all before it goes off.
Busy lifestyles can also prevent pre planning meals for the
week
What justification are we providing
for support?
1st good thing - There are many benefits to changing your
behaviour towards food waste. You will save money and help
the environment
2nd good thing - It will raise awareness to the new generation
of people that will go on to have children in the future
3. Waste Not, Want Not
RSA Student Awards
Lucy Bryan-Smith
What is the brand personality?
Educational without being patronising
Light hearted with a strong message
What media will the advertising appear
in?
Print - outside supermarkets and cards with ways to reduce
food waste at tills
Gorilla marketing - in trolleys
Social media - Facebook and App
