Love Food Hate Waste Case Study

Jill won the tender to help deliver a national campaign around food waste with WRAP (the Waste & Resources Action Program which works with governments, businesses and communities to improve resource efficiency). The project involved Jill’s skills in recipe creation, home economics, project management and food styling.

The focus of the campaign was to encourage and enable people from all walks of life to reduce their food waste by making the most of leftovers. To do this, Jill developed 24 unique recipes including desserts, snacks and nibbles, low cost family meals, meals for small households and student meals.

Jill headed up the project, developing the recipes and managing a nutritionist and food photographer to see the project through from start to finished product.

As well as encouraging people to make use of leftovers, and reduce food waste, the recipes also needed to reflect the Eatwell Guide and reflect a healthy lifestyle. The recipes were rigorously tested and nutritionally analysed to ensure that they fulfilled all of the necessary criteria of the project.

Once the recipes were finalised, Jill created mood boards and suggested photographic styles to the client. She then worked closely with a photographer and worked as a food stylist to create and style the dishes, creating attractive images that would appeal to and seem achievable to people of all skill levels.

The recipes and the associated images were a hugely successful part of the overall campaign and were shared widely on social media and promoted through the Love Food Hate Waste website.

Back to clients
Jill was an absolute pleasure to work with, she delivered on time and within budget and responded to the brief impeccably whilst still bringing her creativity. Jill was professional at all times, answering my queries and she liaised with the nutritionist and photographer and kept me updated at all stages of the development meaning that the project ran extremely smoothly. I would have no hesitation in recommending Jill.
Viktoria Salisbury | Consumer Campaigns Project Manager WRAP