Campaign Activity Year Two

2019-20 Digital Activations

Our community events and campaigns build on our core digital communications, including:

Food Savvy website

www.foodsavvy.org.uk Packed with practical tips, recipes and videos for cutting waste while eating well

The Food Savvy Quiz Identifies ways for participants to cut waste based on their responses

Suffolk Waste Partnership

established Food Savvy Twitter and Facebook channels dedicated to Food waste reduction communications. Norfolk County Council maintained and built

followers too.

The Food Savvy Challenge

A month-long emailbased challenge offering tailored support to help households cut waste

A year-round social media campaign

Coordinated Food Savvy messaging shared from Hubbub, Suffolk Waste Partnership and Norfolk County Council platforms

2019 Campaigns & Events

September

October

November

December

Aldeburgh Food Festival

Food waste saving demonstrations in collaboration with top local chefs and the East of England Coop. Food Savvy exhibited at 19 more events between September and March.

Pumpkin Rescue

The Pumpkin Rescue uses pumpkins as a hook to talk about food waste. A flagship event in Norwich provided 3000 attendees with food saving advice. Seven pumpkin farms and community centres gave out recipes and tips for making the most of pumpkin, or hosted workshops.

Year One results launched

Results were amplified in a media release with a call to action for more local households and organisations to get involved. The campaign secured coverage in BBC East Anglia, BBC Radio Suffolk, BBC Radio Norfolk, Heart East Anglia, Eastern Daily Press, North Norfolk News, Eastern Daily Press, Norwich Evening News and KL.FM 96.7. Four local organisations were in touch to explore partnerships following the media release.

Festive Freeze

Installations, games and seasonal recipe cards were displayed in libraries across the region. They focused on the key food waste reducing behaviour of increased freezer use.

Ongoing: Community Fridge Network

A network of 15 community fridges exist in Norfolk and Suffolk. These provide spaces for communities to exchange surplus food. Community Fridges help households to feel part of a wider movement by highlighting that food waste can be tackled by households and businesses within a community.

From March - July 2020, many community fridges suspended operations while a number more pivoted their operations and went on to provide emergency food provision. The Community Fridge due to open in Eye, Suffolk, in 2020 has had to put their plans on hold due to ongoing covid restrictions at the library where the fridge is to be housed. The Feed in Norwich, Norfolk, successfully opened a new community fridge at the end of lockdown in August 2020.

2020 Campaigns

February

April - August

May - June

Amplifiers

Local amplifiers took on the challenge to reduce their waste for a month and share with their followings.

Food Savvy Lockdown Kitchen

Lockdown related food content, including Food Savvy Easter and a series of Facebook lives covering everything from fussy easters to treating your family to restaurant style waste free food for a tenner.

Delicious Drawings Competition

Local children shared images of their food saving heroes. Winning entries were showcased within the press and within East of England Co-op stores.

Pumpkin Rescue

Summary: The Pumpkin Rescue uses pumpkins as a hook to talk about food waste. It was the first Food Savvy campaign to be run in 2018.

Impact: As in 2018, a flagship event was held in Norwich which provided 3000 attendees with food saving advice.

Seven pumpkin farms and community centres gave out recipes and tips for making the most of pumpkin. The community kitchen in Haverhill, which was opened under the Food Savvy programme in 2018, hosted family friendly workshops on how to cook with pumpkin with 27 people.

On the ground events were supported by a digital comms campaign with simple messaging on how to make the most of Halloween pumpkin and food year round. This received a steady level of engagement on social media.

Learning: Following feedback from 2018, the Pumpkin Rescue resource pack was simplified and the campaign was delivered in a more resource efficient way. A need for more campaign materials to be hosted on the Food Savvy site was identified and we have acted on this in 2020.

Festive Freeze

Summary: Installations, jigsaw games and seasonal recipe cards were displayed in libraries across the region. They focused on the key food waste reducing behaviour of increased freezer use. The campaign was supported by a seasonal communications campaign with top tips for making your food go further during the festive period.

Impact: Seven Norfolk and five Suffolk libraries took part in the Festive Freeze. An average of 200 recipe cards were disseminated per library, a total of 2,400. Based on average visitor numbers per library, at least 20,000 people saw the displays.

Festive Freeze had a high engagement on Instagram. There were 89 posts and with 260 comments and 7,240 likes, generating 1,701,745 impressions. 365 tweets resulted in 2,240,116 timeline deliveries on Twitter.

Learning: The initiative helped us to reach large numbers of our target audience with little management needed.The games and installation attracted the attention of children but drew parents in too. A sack of recipe cards with top reducing tips on the back reinforced the messaging learnt during the game and left players with a little gift from Food Savvy. The use of the library space allowed us to reach households which we might otherwise not reach online.

“ The Christmas display has been very well received - in fact there is a family doing the puzzle as I am typing this.

Stowmarket Library “ Lots of children have been interacting with the puzzle while their parents read the information.

Ipswich Library

Bloggers Challenge

Over the month of February 2020, nine #FoodSavvy Champions from Norfolk and Suffolk trialled food-saving products to help them make the most of their food.

Summary: The influencer #FoodSavvy challenge repeated in Year Two of our #FoodSavvy campaign, following the success of Year One. The nine diverse influencers from across both Norfolk and Suffolk included a male chef, a mother of two and other well-known influencers and lifestyle bloggers from across the two counties. The participants were all at different stages on their food saving journeys. Some were already wasting little food, but had plenty of tips and recipes to share with their followers, while others were interested in the topic, but hadn’t yet taken any actions. Four influencers had taken part in the challenge the previous year, which worked well as they were able to offer advice to the new influencers.

Throughout the month of February, the influencers took part in the #FoodSavvy challenge to see to what extent they could reduce their food waste. They trialled a host of food saving products, received Food Savvy tips and weekly mini challenges to keep them engaged. Influencers released blogs and videos as they moved through the month, sharing their experiences and providing inspirational content, such as recipes and tips they have picked up. Inspiring lots of their followers and wider networks to get savvy with their food.

In order to track the impact, the bloggers were asked to log their avoidable food waste and plastics. They had two key weigh ins in week one and week four of the challenge. The bloggers were given the target of reducing their waste by 30%.

Holly | MissHollyP

Laura | DinkyInNorfolk

Cassie | My Thrifty Life

Hannah

Laurena | LifeDietHealth

Impact:

• Between the influencers, their web pages were viewed over 75,463 times • The influencers on average reduced their food waste by 40% over the month and reduced their plastics by 35% • Saving on average over five kg of food • The #FoodSavvy hashtag was used in 140 tweets over the challenge period, 80 of which were from the influencers • The #FoodSavvy hashtag was used in 85 Instagram posts with over 680 comments and 29 contributors over the challenge period.

These local influencers are trusted messengers for their large followings who look to emulate their successes in reducing waste and saving money.

Learning: Building a good relationship with the influencers required a constant line of communication, but the effort was rewarded with high levels of engagement. Streamlining communications by setting up a private Instagram group proved most effective to give updates, but also to allow a space to discuss the different challenges and to share knowledge on how to best save food. The #FoodSavvy Challenge continues to be a great example of how influencers can spread the word about #FoodSavvy to new audiences. Influencers with families received high levels of interest. This meant we were able to raise awareness and communicate the FoodSavvy campaign to one of our key target audiences, families with young children. In Year Three, consideration will be given to building on the Instagram group to create an online mutually supportive community to share experiences, run competitions and learn together.

The ‘live’ videos that many bloggers did, in particular Holly Parish received great engagement. Next time, in order to measure the true impact of this, we will capture the number of viewers and have a clear call to action of having their followers sign up to the #Foodsavvy Challenge.