Each year, Victorian households throw away $4 billion worth of food that could have been eaten. Given the scale of the waste and its impact on the environment, Sustainability Victoria (SV) aims to teach Victorians easy ways to keep food fresher for longer through an ongoing PR and marketing campaign, Love Food Hate Waste (LFHW).

Following the LFHW campaign in 2014, Icon revitalised the campaign in 2015 with an event at the Good Food and Wine Show (GFWS). This entailed a full sponsorship package with stand space, educational flyer distribution, prime information point, discounted entry for SV subscribers, TVC slide, branding logo placement and MC Messaging. The GFWS is enthusiastically attended by 33,500 visitors.


The 2015 LFHW campaign presented the challenge of a short time frame in which to execute the event - on a modest budget. SV aimed to communicate to a vast audience, with strong visuals, repetition and a positive energy to reinforce the key messages. 

Added to this challenge was the potential for key messages about food waste to be misinterpreted. Icon had to develop a theme for the GFWS stand, which would attract, engage and educate audiences at the show, yet not be misunderstood or too overwhelming.

Equally, the key audiences of the campaign are busy, time-poor people who need to be convinced that reducing food waste is easy and achievable.

Love Food Hate Waste at the Good Food and Wine Show


Icon conceptualised, planned and implemented a positive, engaging and educational event at the GFWS 2015. 

Icon created the theme for the stand as ‘Makeover your Leftovers’ and produced visually appealing production elements including a display banner, posters, recipe and display cards, competition entry forms, signage and tip cards with fun facts and recipes for leftovers. All of these elements were designed so that they could be repurposed for ongoing council events. 

Icon sourced and hired all items and food for display, as well as bumping into the show and setting up the display with strict adherence to food safety standards and protocol.


Over the four-day event, SV’s ‘Makeover your Leftovers’ stand drew interested crowds who collected over 1,500 recipe cards and up to 500 entrants into the LFHW competition.

We created a list of recipes to turn leftovers into delicious meals for a demo chef to cook at the stand and communicate the key messages to the event attendees.

SV staff spoke to 1,500 people directly and gave away 2,500 food samples to interested attendees. It was an all-hands-on-deck project that produced excellent results.

As reflected in the words of our client, “Thank-you, the weekend went so well – nothing but positive feedback so far!!!!!!!”