To encourage people to be more adventurous in their everyday cooking by using Knorr’s Stock Cube range, we hit upon the insight that everyday in the UK food is thrown away or wasted due to lack of inspiration. At some point everyone’s had a shrivelled up pepper or a sorry looking carrot that’s eventually been thrown out. We wanted people to rescue these unfortunate vegetables by using Knorr Stock Cubes. To bring this idea to life we used the clothes and language of real charity advertising to create a heart felt campaign against food neglect. Because food deserves better.

We launched an integrated campaign in the run up to Christmas, a key time for charity advertising. We also made sure we followed traditional media channels used by Charities. We started with TV and radio, which was then backed up by a print campaign and a door drop. Every element of the campaign aimed to build a relationship with the consumer and directed them to the website – fooddeservesbetter.com