BRIEF:
Having developed Strong Roots’ social mission to ‘Make Veg Poverty History’ the brief was to make the mission relevant to everyone during the national lockdown and encourage involvement.
SOLUTION:
Our research suggested that Brits had stockpiled frozen food throughout the pandemic. Realising we were sitting on piles of perfectly good veg, we launched the UK’s first ‘Veg Amnesty’ with the UK’s #1 food sharing app Olio.
RESULTS:
‘Make Veg Poverty History’ ambassador Nicola Adams starred in a Rocky Balboa-inspired film shot in her home city of Leeds which got nation digging deep into their freezers. We garnered endorsements from the Food Foundation’s Peas Please and Veg Power initiatives and our regionally focused media strategy reached 6.6M people.
