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The Co-op Guide to Dating
Client
East of England Co-op
Brief
Reduce food waste
Role
Campaign concepts
Art direction
Deliverables
Full campaign
Results
Food waste reduced by more than 30%
Over 300,000 items saved from going to landfill
Global media coverage worth £8 million
Potential reach of 1.5 billion people
Five industry awards won
Reduce food waste and change the food retail industry? Get global media coverage and win multiple awards? Or, how about all of the above…
The Co-op Guide to Dating initiative was about stopping perfectly edible food from ending up in landfill, by selling items past their Best Before date and keeping more food in the food chain. The campaign also aimed to help people understand the difference between Best Before and Use By dates.
It was originally planned to launch on Valentine’s Day after a six-month pilot scheme. But the pilot was so successful the full campaign was rolled out two months early, at the beginning of December, in over 120 food stores. And it immediately caught the media’s attention, getting global coverage and praise for being “truly pioneering” and “brilliantly executed and hugely influential”.
It also won five awards, including The Grocer Gold Award for Sustainable Futures and the Institute of Grocery Distribution’s Waste Not Want Not award.
The only downside was one very disappointed customer, who’d called the Customer Services team hoping for some advice on finding love.
