Rochdale Borough Council conducted a food waste survey with residents to understand if local residents knew the importance of using the brown recycle food waste bin. The results of the survey inspired the council to produce an awareness campaign and to deliver the message in an informative and fun way, that would encourage all residents to better utilise the food waste bins.
Our idea to deliver the messages was to produce a ‘food hero’ campaign. It reinforces the benefits to those who do already recycle their food waste and encourages those who do not use the recycling bin at all to think again. We created a group of six food hero characters to promote the campaign – including Captain Carrot, Sid Spud and Babu Broccoli. The creative first appeared on bin stickers and was then followed by a digital marketing campaign and local press coverage.
As a local authority communicating to a wide variety of audiences it’s great to have the advice and skills of JGM Agency. They provide excellent creative ideas to support us to achieve our outcomes. The wider support of the whole team at JGM Agency is invaluable.