Who won: Food Campaign Creative

About this contract

The brief Design and deliver the creative and production for a high impact, engaging and focussed pan-London food campaign to shape food waste prevention and recycling. The campaign needs to increase motivation, knowledge and make clear how easy recycling and preventing food waste is for 21-44 year olds and parents with children under 11 years old at home (see audience segments in creative strategy). The campaign should be centred on emotion, identity and shared values to tap into why people should care, not just how to do it, at a time when there is an opportunity to start a new normal and establish new habits. The campaign should motivate individuals to reduce their household food waste and, where waste cannot be prevented, recycle it correctly - with the focus of the messaging for year one being on food waste recycling. The campaign should use inspiring messages and visuals, and practical advice to build on the success of the Eat like a Londoner campaign; as well as build on learnings from TRiFOCAL's 'Small Change, Big Difference' campaign and the more recent EU-funded 'Food Wave' project. There is an existing campaign brand identity with the Eat like a Londoner campaign which c

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• ✓Answer against the marking scheme, not the question text — London Waste and Recycling Board operating as ReLondon scores each response, so map your evidence to the published criteria and weightings.
• ✓Lead with evidenced capability and social value — for services work these usually outweigh price.
• ✓Show recent, comparable delivery: name similar services contracts you've delivered for public bodies, with measurable outcomes.
• ✓This one's been awarded — but London Waste and Recycling Board operating as ReLondon retenders on a cycle. Get matched the day the next one lands and start your draft early.

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