Food Waste Warriors

Business problem:

Get ready for a revolution in food waste reduction! Best Foods is taking a stand against the environmental and societal problem of food waste. Every year over 100,000 tonnes of perfectly good food is wasted here in New Zealand.  To help address this, Best Foods, New Zealand's favourite mayo, is educating Kiwis on the ins and outs of food waste and arming them with simple tips to save both their wallets and the planet.

campaign reach
owned social impressions
earned media circulation

Our solution:

We strategically teamed up with the One NZ Warriors and Love Food Hate Waste to create a one-of-a-kind campaign that showcased the rugby league stars as Food Waste Warriors. Through this partnership, the Food Waste Warriors educated and engaged with kiwis through a snappy content series that challenged consumers to undertake a food waste education program that delivered a deep dive into key behaviours and solutions to reduce their household food waste. 


Our cheeky content and partnerships with local Pātaka Kai, and influencers generated a massive response from the community. This collaboration invited those with surplus food to share through their local Pātaka Kai and neighbourhood pantries. The result? A hugely successful campaign with a 15.1 million reach that's making a real difference in reducing food waste.


ready to provoke action?

Say kia ora