SecondBite, in collaboration with creative agency Collins + Partners and media agency OMD, has launched a campaign to raise awareness on food rescue to help Australians in need.
SecondBite rescues fresh and nutritious food that would otherwise go to waste and distributes it free of charge to over 1000 charities nationwide – thus reducing carbon emissions and reducing the food costs of charities. SecondBite is in its 15th year and its major source of food is via its national partnership with Coles. Last year alone Secondbite delivered the food for over 50 million individual meals.
Up to 25 per cent of the food we produce in Australia goes to waste, while 20 per cent of Australian’s experienced food insecurity in the last year. The goal of this campaign is to grow engagement with business and government and expand the scale and effectiveness of food rescue. Also, there is a constant need to grow the donation base since SecondBite’s service is provided 100 per cent free to charities and people in need.
SecondBite Chairman Julian Martin commented: “There is no better time to explain the brilliance of food rescue as a sustainable way of helping people in need. We hope this awareness campaign will lead to more effective corporate, philanthropic and government partnerships. We aim to accelerate the development of an improved national system of quality food waste collection and distribution to people in need. The next few years will be especially tough for many Australians and we all need to gear up to support a growing number of people struggling to afford and access good food. We are incredibly indebted to the creative and media organisations who have created this campaign probono and donated such amazing media space”.
Simon Collins, founder of Collins + Partners said of the launch: “I collaborated with Behaviour Change’s Paul Fishlock on this project. The biggest creative challenge we faced was how to talk about Australians being wasteful and Australians being hungry without sounding judgmental? Using toddlers spilling food solved this problem perfectly; even though they are wasting food we don’t blame them, and we know that their frustration isn’t serious. The use of the jigsaw is not just a neat mnemonic; it also reflects the cleverness of SecondBite’s methodology; the symbiotic relationship it creates between two negatives to deliver one positive – the way to end waste and end hunger.”
Antonia Glezakos, managing partner, OMD Melbourne adds: “As media agency for both Coles and SecondBite, we are delighted to come on board and support SecondBite in raising awareness of its work to solve both food insecurity and food waste. We would like to thank our media partners, as without their support this campaign would not be possible.”
The national multi-channel campaign will commence on October 26 across television, radio, outdoor, press, digital and social channels.
Please login with linkedin to commentSecondBite
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]
To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]
Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]
Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]
Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]
PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]