HELLOFRESH FOOD WASTE GRAVEYARD

Did you know that the average Canadian household generates 372 pounds of avoidable food waste every year? Or that Canada's annual cost of food loss and waste is more than $1,700 per household.

The problem of food waste in Canada isn’t just shocking. It’s downright scary. 

Our mission? Draw attention to this problem - and to the HelloFresh solution. After all HelloFresh meals generate 72 per cent fewer food scraps during food preparation than non-HelloFresh meals. 

Enter the HelloFresh Food Waste Graveyard. 

In October 2022, we took over a residential home in Toronto and created a Halloween display with a mission: educate Canadians on the issue of food waste in Canada, and the role that HelloFresh can play in the solution. 

The terrifying installation included a lawn littered with skeletons of rotten food, gravestones paying homage to wasted food (Fresh berries / Bought at their peak / Turned to mush / In less than a week), and spooky signage with campaign messaging.

Of course, the Graveyard wasn’t only designed to reach passing trick-or-treaters. We put the activation at the centre of an integrated amplification campaign that generated almost 15 million earned media impressions, earning coverage from top tier outlets like CP24, CTV and CityNews.

Recognition

• Gold, Marketing Communications Campaign of the Year, CPRS ACE Awards

• Finalist, Canadian Campaign of the Year, 2023 North American Sabre Awards