Jacob’s has unveiled a year-long partnership with FareShare that will see the pladis brand donate 40,000 meals to support the food waste charity’s network of nearly 9,500 organisations across the UK.
The campaign launched with an out-of-home activation borne out of research commissioned by pladis which highlighted that Brits throw out a staggering £412m-worth of food each week.
This was brought to life by a giant 4.5-metre-high fridge on London’s Southbank, filled with plastic models of the most commonly wasted oversized food items.
“In the current climate, making food stretch further is becoming a huge priority for Brits,” said Kate Stokes, Senior Brand Manager for Jacob’s. “So, as the UK’s number one savoury biscuit brand, we’ve launched a campaign which will provide shoppers with the inspiration they need to make the most of what’s already in their fridges.”
To do so, Jacob’s teamed up with sustainable chef Martyn Odell to create three simple-to-make recipes which showcase how its crackers can be perfectly paired with most commonly wasted food items. Visitors to the giant fridge were able to sample these first-hand.
Fronting the campaign are Olympic gold-medallist Greg Rutherford and his wife, social media influencer Susie Verrill. The couple will create social media content showcasing easy ways shoppers can reduce food waste at home.
