Quirky new UKTV campaign tells viewers to keep food waste in check

A new advertising campaign focusing on food waste will see UKTV collaborate with climate action NGO WRAP to encourage viewers to make more sustainable choices.

The campaign, which is due to launch on October 14 across seven linear channels and streaming services, will see the broadcaster dedicate £1 million worth of air time to the cause.

The ‘Love Food, Hate Wate’ partnership video, which features anthropomorphised food items watching one of their “wasted” friends get into embarrassing scrapes, endeavours to get viewers engaged in reducing food waste by taking a comedic approach.

The British public throws away around £6.6 million tonnes of food waste, whilst around £4.5 million of this could have been eaten, according to WRAP.


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UKTV’s sustainability strategy is aligned with BBC and BBC Studios commitment to reach net zero, while along with eleven other broadcasters it signed up to the Climate Content Pledge. In addition,  UKTV says its productions have been “carbon neutral” since April 2020.

“Sustainability is one of the core pillars of UKTV’s core strategy, and the Everyday Sustainability campaign has been designed to harness the power of our network to inform and inspire viewers,” said UKTV director of advertising, Sarah Goldman.

“Sustainability is one of the core pillars of UKTV’s core strategy, and the Everyday Sustainability campaign has been designed to harness the power of our network to inform and inspire viewers,” said UKTV director of advertising, Sarah Goldman.

“The statistics about  food waste are alarming, so I am delighted that we are working with the experts at Love Food Hate Waste  to nudge people into more sustainable behaviours,” she continued.

Wrap director of behaviour change and business programmes Catherine David said: “It is a pleasure to be working with UKTV to highlight the huge issue of household food waste, and what we can all do to make more sustainable choices in our every day lives”.

“We are delighted that Love Food Hate Waste tips will will reach UKTV’s huge audience.”

Food and farmingNature and the environmentNews

2 Comments. Leave new

  • This advertisement is a complete waste of time and money until the supermarkets and other retailers stop packaging everything in in bulk(packs of four chops)as it doesn’t take the food needs of single people, families were everyone’s food needs are different

    Reply
  • This advert is so misleading. It makes out the average household wastes “60 pounds of food (a month I think). But isn’t clear if it means lbs or £££. Seems like a lot to me either way.

    Reply

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