‘I Love Leftovers’, a campaign created by icon.pr for Sustainability Victoria’s Love Food Hate Waste campaign, is a finalist in two categories of the Public Relations Institute of Australia’s (PRIA) Golden Target Awards.

Icon’s work using digital and social content to help Love Food Hate Waste create a social media movement in celebration of food, leftovers and sustainability has been named in the categories of Sustainability/Corporate Social Responsibility and Content Marketing.

Icon’s series of short videos promoting simple and delicious ways to love your leftovers reached more than 700,000 Facebook accounts in Victoria, with nearly half engaging by liking, sharing or commenting.

Beyond views, the campaign was successful in encouraging people to take a new approach in avoiding wasted food. majority (97%) of people who saw the campaign were motivated to do something – 41% said they would use the campaign hints and tips to rescue, refresh and revive food while Six in ten (58% were motivated to take leftovers for lunch the next day.

Each year, Victorian households throw away over 250,000 tonnes of edible food – enough to fill the Eureka Tower. We are spending 20% of our annual grocery budget on wasted food that, sent to landfill, can release up to 400,000 tonnes of greenhouse gases into our environment annually.

Designed to build awareness around the issue and inspire householders to adopt behaviours that will directly reduce the amount of wasted food, ‘I Love Leftovers’ taps into the pride that stems from doing the right thing.

Sustainability Victoria CEO Stan Krpan says, “Working with Icon enabled us to deliver a well-planned and executed social campaign that has empowered people to take action and, in turn, share their beliefs through their own social networks.”

Icon developed the campaign strategy, identity and 10 fun videos highlighting a range of recipes and tips to encourage people to make something with their leftovers, rather than throw them out.

The videos were posted on the ‘Love Food Hate Waste’ Facebook page and achieved instant cut-through - the first amassed 10,000 views in the first 24 hours.

“It is not an exaggeration to say the videos created have gone viral, amassing hundreds of thousands of views with only minimal paid media to drive additional engagement,” says icon.pr Managing Director Joanne Painter. “It’s amazing to see a video on cauliflower and broccoli achieved a reach in excess of 131,000.”

“This recognition highlights the success of our integrated approach to PR, involving digital, social and creative alongside traditional PR activities,” Jo concludes.

A suite of digital banners were produced for Taste, Mamamia and Huffington Post websites along with a range of shareable social media assets. Branded promo items such as tea towels, aprons and calico bags, through to posters and stationery were also produced to support the campaign.

In the 2015 Golden Target Awards, ‘Love Food Hate Waste’, the master campaign for ‘I Love Leftovers’, won the Sustainability/Corporate Social Responsibility category and received Highly Commended and Commended awards for the Government Sponsored Campaigns and Content Marketing categories respectively. See case study.

Adapted from a successful UK campaign, 'Love Food Hate Waste' set out to reduce food waste in Victoria by raising awareness of the issue and driving behaviour change towards a more mindful approach amongst Victorians.

The winners of the PRIA Victorian awards will be announced on Thursday 20 October 2016. Also up for an award as a Top sPRinter is Icon Senior Account Manager Jack Dyas for his outstanding work, especially with tourism clients SkyBus and Choice Hotels Asia-Pac.