Consumer behaviour change campaign & 2021 Awareness and Value Survey of NSW
Approach and scope
A proactive response led strategy, sensitive to current trends and changing landscapes, was critical in reaching our audiences. For example, the increased societal and social trend on alternative diets influenced our vegetarian bacon and egg roll that used carrot peal bacon.
Outcomes
The LFHW 2021 Awareness and Value survey of NSW residents also revealed campaign cut-through, recall and behavioural change evidenced state-wide5.
- 54% remembered LFHW materials in the prior year,
- 71% recognised the program motivating them to reduce food waste,
- After seeing LFHW materials, the top behaviours triggered were to consider how much food was needed (29%) and to check food date labels in store (26%),
- 76% described LFHW as a very good brand for promoting food waste reduction.
The results of this campaign are testament to an exceptional client / agency partnership, innovative approaches to content curation, and an inherent understanding of audience needs attitudes, behaviour and insight.
The communications and public relations agency delivering outcomes across government, business, sustainability and consumer sectors.
Horizon Communication Group is an independent agency responsible for award-winning campaigns. We deliver results through public relations, issues and crisis management, and targeted campaigns. Based in Sydney, we have long term affiliates in every state and territory in Australia.
Horizon Communication Group acknowledges Aboriginal and Torres Strait Islander peoples as the traditional custodians of our land – Australia. We acknowledge the Gadigal of the Eora Nation as the traditional custodians of this place we now call Sydney.
