End Food Waste Australia has launched what it claims to be the first collaborative food waste campaign aimed directly at Australian households. The national campaign, the 'The Great Unwaste', was created in collaboration with independent creative agency Hopeful Monsters with the goal of rallying Australians in a collective effort to reduce food waste.

The campaign was developed following extensive research by End Food Waste Australia into Australians' food waste habits. The findings revealed that the average household wastes more than twice as much food each week than they believe they do.

Campaign Director at End Food Waste Australia, Mandy Hall, said: "Our brief was to use the evidence and science to create an inclusive campaign that, first and foremost helps Australians and asks them to consider the role they can play in reducing the 2.5 million tonnes of food wasted in households each year. We know that nobody sets out to intentionally waste food but it still happens.“

The campaign demonstrates how simple lifestyle changes can significantly decrease the amount of food discarded, save money, and contribute to a more sustainable future for the country.

'The Great Unwaste' includes a 30-second spot created in collaboration with Mint Films. The campaign will run across digital TV, OOH, print, radio, and social media, with media planning and buying from Hatched Media.

"Hopeful Monsters was a standout in the pitch, creating a platform - The Great Unwaste - that immediately captures the energy needed to tackle this enormous challenge with a positive and empowering spirit. It’s a movement we’re inviting all Australians to get behind - from consumers to local councils and wider industry partners, so together we can be part of the change we need to see in homes and communities across the country," added Hall.

CEO of Hopeful Monsters, Katie Barclay, said: “There’s no doubt food waste is a serious issue but until now, most food waste campaigns have focused on the size of the problem at hand. The Great Unwaste takes a more relatable, optimistic tone, showing the everyday moments that can lead to food waste - like dad always cooking too much pasta - and how together, with some simple lifestyle changes we can start unwasting food.”

'The Great Unwaste' has set an ambitious target to reduce the 2.5 million tonnes figure by approximately 20% by 2030, aligning with Australia’s goal to halve food waste by that year. Businesses and organisations are invited to support and get involved in 'The Great Unwaste', with extensive partnership opportunities available.