Food Scraps Pickup Program
This year’s must have bag.
Motivating households to
collect food waste
Brand Strategy
Branding
Research
Art Direction
Video & Photography
Motion Design
The Food Scrap Pickup Program (FSPP)’s goal is to collect and compost food scraps, which make up 20% of all household trash. Through a gradual geographic roll-out, this campaign has educated households and inspired participation among communities across Ramsey and Washington Counties.
Challenge
FSPP was a new program and the concept and benefits were unfamiliar to the communities in which it existed. They needed to build awareness, educate community members on how the program works, and motivate households to participate.
Insight
Educating individuals on the environmental, economic and health benefits of the program on the community, while paying close attention to geographic boundaries, would be necessary to drive program participation.
Solution
A campaign that used attention-grabbing wit and storytelling and deployed ads across a wide breadth of media to make a splash. Leveraging media choices that could be zip code targeted and easily scaled to reach specific regions resulted in enrollment goals being met and surpassed.
Inspired by high-end handbag ads, the playful launch campaign highlighted the program’s specialized durable compostable bags by capturing them carried and held by local resident and participant models in lieu of fancy purses. The unexpected, cheeky juxtaposition built excitement and injected a sense of fun into a new way to reduce waste in participating communities.
Build Awareness
This campaign focuses on the most important element of the program—the durable compostable bag. A tongue-in-cheek, light-hearted approach engages younger audiences and attracts new users and provide an exciting, unexpected conversation starter in launch communities.
Share Real-Life Stories
Many participants were excited to share their experience with the Food Scraps Pickup Program with their friends and neighbors. Unscripted testimonial videos and quotes were developed to let real residents share what collecting food scraps is like for their household and invite others to join.
Increase Participation
For residents unfamiliar with food scrap collection, a series of ads with more direct messages communicate the benefits of participating in the Food Scraps Pickup Program and encourages residents to try it out in their own homes.
Drive Participation in Specific Communities
To ensure every resident in participating communities knows the program is for them, ads highlighting that the program is available in their specific city or township are implemented within each community.
From Inception to Launch
Metre supported The Food Scraps Pickup Program from inception to launch with research, marketing strategy, media planning and buying, creative development, video, photography, and educational collateral design. These efforts ensured a successful launch, exceeding participation expectations in eligible communities.
