Social Marketing The 'Love Food Hate Waste' Campaign in the UK*

            


Details

Case Code : CLCB057
Publication date : 2007
Subject : Consumer Behavior
Industry : -
Length : 03 Pages
Price : Rs. 100


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Key words:

Social marketing, climate change, greenhouse gases, food wastage, packaging waste, publicity, behavioral change

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.



 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

With increased awareness regarding the environment, manufacturers, retailers as well as individuals were being challenged to reduce their carbon footprint. In late-2007, a non-profit organization Waste and Resources Action Programme launched a social marketing campaign in the UK to change the behavior of the public regarding food wastage and how this wastage can be curbed. Some analysts contended that the environmental impact of food wastage was much greater than that of packaging waste.

Issues:

 » Social Marketing
 » Consumer Behavior - Influencing attitude and behavior
 » Sustainable development

Introduction

In November 2007, Waste and Resources Action Programme (WRAP) launched a campaign called "Love Food Hate Waste" in the UK to create awareness among consumers about the impact of food wastage on the environment. The campaign was launched based on research by WRAP that revealed that UK households wasted 6.7 million tones of food every year, with an estimated cost of £8 billion per year...


Questions for Discussion:

1. Critically analyze the "Love Food Hate Waste" campaign.
2. Do you think campaigns such as this are effective in bringing about behavioral change? Justify.





Cases on related topics

1. The loveLife Brand (A): Initiating a Behavior Change in South African Youth to Prevent HIV
2. The Lovelife Brand (B): Evolving the Campaign's Communication Strategy for HIV Prevention in South African Youth
3. Alcohol Advisory Council of New Zealand: Social Marketing to Change Binge Drinking Culture

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