Gigantic planned, designed and implemented a multi-touch campaign focused on source reduction via food waste prevention.
CHALLENGE
Spurred by the requirements of California SB 1383, Zero Waste Marin wants to highlight the benefits and motivators around food waste prevention, while acknowledging that food waste is also a major contributor to climate change. The challenge is how to stand out in a noisy media marketplace while making these sensible messages and practical tips seem fun and appealing to a range of Marin County residents.
SERVICES
- Concept Development
- Branding
- Graphic Design
- Photography
- Multi-Media Production
- Environmental Media
- Digital Media Promotion
- Advertising & Promotions
APPROACH
The Gigantic team has worked with Zero Waste Marin to create a series of “zero waste” campaigns geared to providing tips on source reduction to residents. In 2024 the theme selected was “Eat it ALL Up!” This eight-week, multi-channel campaign encouraged residents to think creatively about how they can eat up ALL their food by repurposing leftovers in multiple ways. Tactics including print and digital ads, video streaming placements, targeted emails and bus ads to ensure that Marin County residents would remember and take action on using up any leftover food to keep it out of landfill.
RESULTS
The multi-channel approach and engaging visuals resulted in excellent diffusion of the food waste prevention messaging. The bus, print and digital ads gots tens of thousands of impressions, while the video PSA was viewed over 57,000 times.