Radley Yeldar

Radley Yeldar is an award-winning, independent, London and Birmingham-based creative consultancy helping to create a world that believes in business.

London, United Kingdom
Founded: 1986
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Skills
digital strategy
Brand Identity
content strategy
reporting
Insight
Experience Design
employee engagement
Brand platform
Ecosystems
Guardianship

and 6 more

Clients
Shell
Vodafone
GSK
Costain
Fairtrade
Cargill
Lloyds Banking Group
Arm
UK Home Office
Coca-Cola HBC

and 11 more

Sector Experience

Film Production
brand identity design
Digital
Sustainability Reporting
Employee Engagement
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WRAP | Love Food Hate Waste

by Radley Yeldar

Convincing the British public to take action on food waste

Challenge

The scale of the UK’s food waste problem is astounding. Around a third of all food is wasted, and the average family with children throws away seven meals a week, or £70 worth of edible food per month. WRAP came to us wanting to change the attitudes of the British public with a campaign to change behaviours and help tackle the UK’s food waste problem.

Approach

We developed a compelling creative approach around the key behaviours that are most responsible for the level of food waste we see in the UK - buy what you need, eat what you buy and store food properly.

By targeting these behaviours through an emotionally driven campaign, various digital executions and engaging animations, we could jolt citizens into the harsh reality of their food wasting. After successful concept testing, we developed comprehensive assets and an engaging hub which pulled all of the content together.

We worked with a media partner to create a digital media plan focused around each of the key behaviours. Putting emphasis on social/digital and enlisted influencers and clear targeting to ensure we were reaching our key audiences.

Results

Overall, the campaign was a huge success, reaching over 19 million people in total – far out-stripping our initial target by 120%. On Instagram alone, and with the help of major influencers such as Ollie Eats and Jack Monroe, our engagement rate was 1.5x higher than that of the average Instagram campaign.

Tags

Food & Drink
Recycling
sustainability
Behaviour Change
social media
campaign

Clients

WRAP
WRAP & London Waste and Recycling Board
WRAP - Recycle for London