It’s shocking, but one third of all food purchased in Ireland ends up in the bin. That’s about €1,000 worth per year for the average Irish household!  First were briefed to produce a campaign for The Environmental Protection Agency’s Stop Food Waste Campaign, in association with PR partners Hill & Knowlton.

Using radio ads voiced by Kevin Thornton, plus press ads, facebook activity and leaflets featuring other celebrity chefs Rachel Allen and Donal Skehan, we focused on initiating behavioural change at the point of purchase.  Our strategy was to deliver simple tips for more efficient shopping, helping the consumer to ‘be a savvy shopper’.