Use Food Well

The Use Food Well statewide marketing campaign for Washington State Department of Ecology aims to change cosumer behavior and habits with the goal 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.

Drawing on statewide interviews and surveys with over 1,600 participants, we developed and tested multiple campaign identities rooted in real audience insight. The name Use Food Well was chosen to connect the campaign to the broader food waste reduction initiative, 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.

During launch week alone:

• Over 10 million impressions across paid and earned media.
• Collaborated with Safeway and Chef Joel Gamoran, resulting in over 180 stores involved with in-store promotions, with QR codes leading to over 800 scans.
• Increased awareness through advertising, partnerships, and public relations.