Second Chance Sundays - Reducing Food Waste with Best Foods Mayo
Business problem:
With food waste being a prevalent issue in New Zealand, Best Foods sought to address this while reinforcing its brand purpose of "More Taste, Less Waste." The challenge was to encourage mayo shoppers to adopt Best Foods into their regular usage patterns by inspiring them to be more resourceful with their food.
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total campaign reach
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Our solution:
We launched “Second Chance Sundays,” a campaign aimed at educating Kiwis on reducing food waste while showcasing the versatility of Best Foods Mayo. Through in-depth research, we identified Sunday as the peak day for food wastage, shaping our campaign around this insight. Partnering with MasterChef NZ finalist Elliot McClymont, we created engaging content, including recipes and tips, to empower consumers to give their food a second chance. We collaborated with four influencers representing different household demographics to amplify our message and spread awareness.
Outcome:
Second Chance Sundays gathered significant social media engagement and secured media coverage, reaching millions of Kiwis. The campaign successfully increased brand penetration among mayo shoppers and enhanced brand loyalty among existing users. But we didn’t stop there! We also hand delivered Best Foods Mayo to Pātaka Kai pantries across the city, encouraging community involvement while supporting those in need.
Through strategic partnerships, engaging content, and media outreach, Second Chance Sundays positioned Best Foods Mayo as a solution to reducing food waste in Kiwi households. The campaign not only drove positive associations with the brand but also made a meaningful impact on environmental and societal issues, aligning with consumer values.