Mighty change: How WRAP and RY are revolutionising food waste in Wales
Wales is in the midst of a quiet revolution, we’re not talking politics, we’re speaking about the often underestimated everyday act of recycling. Establishing themselves as a global recycling leader, with a whopping 95% of the Welsh population embracing recycling services. But, amidst WRAP’s triumph, food waste recycling lags behind, with just 80% of Welsh citizens taking part effectively. This challenge is where Radley Yeldar comes in.
Covering three dynamic bursts in two years, the burst three Be Mighty campaign champions the benefits of food waste recycling, from the green energy generation to propelling Wales towards the top spot in global recycling. Brace yourself Austria, we’re on our way.
Unpacking the value of food waste
WRAP gave us a clear task: drive recycling efforts while cutting waste. A not so single message in an era of ever-declining attention spans, would make some hesitant, we jumped in and collaborated on a combined messaging method. We implemented behavioural science-informed approach, that zeroed in on the critical moment of meal preparation through the idea of value.
After testing prevention messaging in burst 2 with success, for burst 3 WRAP wanted to increase food waste recycling and tackle prevention in the messaging. After all, WRAP’s research reveals that a quarter of the average rubbish bin is food waste and over 80% of that could have been eaten., costing the average home almost £600 a year. Together we underlined the personal and communal value, we crafted a narrative with personal gains and environmental wins – because who doesn't love a win win?
Meet The Mighty Ones
Our creative solution shared the value of food with a nation of Mighty Recyclers. Celebrating the behaviours that turn leftover ingredients into meals and what can’t be eaten into renewable energy.
To prove the worth of food at every stage, from cooking to recycling, we built a copy mechanic that worked for WRAP’s key ingredients. Our headlines used colloquial phrasing to hero food items in a way that stick. The mighty characters design gave the campaign a strong appeal, especially in testing, with fun illustrations that were relatable. The advice and the ‘why’ came in the body copy, following a mechanic to form the natural steps in the meal prep routine, ‘using all the leftovers’ and ‘recycling inedible parts’.
The result?
A resounding success. With the campaign featuring adorable heroes, we witnessed a remarkable shift. A third of Welsh citizens who saw the campaign on channels which included the creative, the influencer content, and the PR, 57% of them changed their behaviour as a result. With over half feeling more motivated to improve their recycle better and nearly half reducing food waste. Our delicious heroes alongside influencer and PR content stole the hearts of the nation, with 93% finding the campaign engaging and memorable. Yet, Be Mighty's impact transcends numbers. It sets a precedent for future initiatives, not just in Wales but globally.
Through thoughtful collaboration with WRAP we demonstrate the power of integrated messaging in driving behaviour change, it offers a blueprint for nations grappling with food waste. These small actions, multiplied across households, rescue food from the rubbish bin. Proving that being mighty often starts with the smallest action.
