Scrap Food Waste

Stop throwing away food.

A new state law had been put in place to keep food out of landfills. At HMC we decided that our work to support this law and help reduce food waste in Vermont was not going to be about wagging a finger. Instead, we built our “Let’s Scrap Food Waste” advertising campaign around positive, fun messages delivered through creative executions that would maximize the strength and impact of different media channels. Rooted in our market research, we targeted these messages to reach audience segments that were particularly interested in content around the environment, family economy, or tips and advice.