Creative
Copywriter
Unilever & Oxfam | #ClearAPlate
BRIEF
Raise awareness of Unilever's partnership with Oxfam to fight food waste in the UK as part of its global Project Sunlight purpose programme.
INSIGHT
One-in-five British families live in food poverty, yet the UK wastes 7 million meals a year.
IDEA
Clear A Plate
Subvert social media's obsession with food by calling on people to post images of finished meals in support of reducing food waste.
A SIMPLE CALL TO ACTION BY A TRUSTED NAME
TV farmer Jimmy Doherty launched the appeal in partnership with Oxfam and the Trussell Trust.
A VISUAL PLATFORM FOR THE CAMPAIGN
We made branded plates for supporters to spread the word.
EARNING NATIONAL EXPOSURE
The story is carried in top tier media including Sky News, Channel 4, BBC Radio 5, Capital Radio, The Mirror,
Mail Online, Metro, The Guardian, The Telegraph, Red, Huffington Post, Grazia and Good Housekeeping.
PLAY AUDIO
FINDING TRACTION THROUGH INFLUENCE
Names getting behind the idea included Jamie Oliver, the Hairy Bikers, Sara Cox, Eamon Holmes,
Thomasina Miers, Fay Ripley, Mumsnet and LoveFood, along with Unilever CMCO, Keith Weed.
FOODIES RESPONDED IN THEIR THOUSANDS
5,227 people posted to social media using the hashtag #ClearAPlate,
disrupting feeds across Twitter and Instagram with images of empty plates.
THEN EVERYBODY ELSE TUCKED IN TOO
PG Tips joined the cause. The campaign starred in Unilever's debut masterbrand TV spot.
Wahaca held an official #ClearAPlate day. A clone of the idea even appeared in Malaysia.
HOW DID IT DO?
Over 5,000 posts to social media. £124,000 in text donations for Oxfam and Trussell Trust. 500,000 meals donated to families in need.
#ClearAPlate is mentioned in Parliament's report on food waste. The campaign is shortlisted as a Sabre Awards finalist.
CREDITS
Concept, copywriting, creative direction.
