OzHarvest serves up ‘Wasty’ social content in latest campaign via CX agency Lavender, Sydney

Australia’s leading food rescue charity, OzHarvest, is teaching Australians how to make tasty dishes from food they would otherwise waste through a video series created by Sydney-based CX agency Lavender.

The ‘Wasty’ videos, conceived and produced by Lavender, are being posted on OzHarvest’s Facebook and social media channels – with one video going live each week. Shot in the style of the popular Tasty recipe videos, the ‘Wasty’ videos highlight quick and easy recipes using leftovers and transforming them into delicious homemade meals.

VIEW THE VIDEOS

The aim of the content is to remind Australians that food wastage costs the nation $8bn annually with every household throwing out one in every five bags of food shopping each week.

The content hopes to inspire individuals to take charge of their own waste by turning it into entirely new tasty meals. Leftover risotto, for example, becomes golden crispy arancini balls.

The first video turning leftover chicken into chicken ravioli has already attracted more than 115,000 views, 900 likes and over 400 shares, with the statistics climbing daily.

Says Lavender executive creative director Marco Eychenne: “Food waste is an urgent problem across the world and we are proud to work with OzHarvest to educate and inspire Australians to make changes to their own food habits and help ensure a sustainable food system for future generations. We expect the ‘Wasty’ video series to go on to become a long-term content hub of ongoing inspiration.”

Adds OzHarvest Head of Marketing & Communications Louise Tran: “The average household wastes more than $1,000 in food each year with this figure climbing. If these videos can inspire individuals to rethink their food waste habits at home with deliciously tasty and creative leftover recipes – that can only have a positive long-term impact on household budgets and the environment.”

Client: OzHarvest

Agency: CX agency Lavender