Use Food Well

Lead designer for the Use Food Well campaign to cut Washington's food waste in half by 2030. Created the campaign brand, illustrations, digital ads, resource guides, and UX/UI design.

Client

WA State Department of Ecology

Services

Brand Design, Illustration, Campaign Design, Social & Digital

Website

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The Challenge

Marketing campaign for Washington State Department of Ecology aimed to change cosumer behavior and habits with the goal to cut food waste in half by 2030.
It’s purpose is to spark a genuine cultural shift in how consumers and businesses think about food waste across the entire supply chain.

The Approach

Drawing on statewide interviews and surveys, we developed and tested multiple campaign identities rooted in audience insight.
The name Use Food Well was chosen with a brand look and feel designed to feel bright, welcoming and empowering.
A second message, Know the Cost, was layered in to speak to what research revealed as the strongest motivator for behavior change: financial impact.
Recognizing Washington's multicultural population, the website, illustrations and tone were each crafted in both English and Spanish to ensure the campaign resonated across communities.

The Results

Nearly 53 million total paid media impressions across the full campaign.
10% increase in consumer food waste prevention behaviors statewide.
70% of surveyed participants adopted food waste reduction behaviors following the campaign.
#1 in the country for National Food Waste Prevention Week partners, two years in a row.
1 million homes reached via Safeway customer circular.
Over 172,000 total page views from 137,000 users.
Winner of the PRSA Silver Anvil Best in Show Award.