Philadelphia
Putting an end to bread waste
CONCEPTING / COPYWRITING / SCRIPTWRITING / ART DIRECTIONA campaign, powered by behavioural science, that put an end to bread waste.
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As the perfect creamy companion to bread, Philadelphia felt it had an obligation to help end bread waste. Considering there’s 110,000 tonnes of it every year in the UK, that’s no mean feat.
After a lot of Philly sandwiches, we discovered that out of the billions of slices of bread thrown out every year, 1.2 billion of them are the end slices. The ones we all feel are somewhat…lacking.
Love Your Ends was a campaign that encouraged people to eat up their ends with targeted ads, influencer partnerships and a load of really punny headlines.
We also invested in GoodLoop – an innovative way to drive our purpose further by donating to FareShare every time our ad was served.
We launched the campaign with some ads using dramatic imagery of endwiches (sandwiches made with end slices, obviously), and playful headlines.
TVC / VOD
15” YouTube
Then we knocked on the doors of a few foodie influencers to create some end-saving recipes and content for us that spread the campaign message on TikTok and Instagram.
The campaign results 🔥
+179M impressions
263k clicks
88% said they’d love their ends by the end of the campaign (vs. 48% of people who said they’d throw their ends away pre -campaign)
But this is only the beginning.
We had a couple ideas in the pipeline that never saw the light of day, including the sandwich that nobody asked for…
And a end-saving recipe kit delivered to your door when you only have the end slices left.
