Love Food Hate Waste - Case Study

Jill won the tender to help deliver a national campaign around food waste with WRAP (Waste & Resources Action Program). The aim of the Love Food Hate Waste project was to reduce food waste in homes. This involved Jill’s skills in recipe creation, home economics, project management and food styling.

WRAP is a registered charity that works with governments, businesses and communities to improve resource efficiency. To win the tender for the campaign was a great achievement to Jill.  She was able to share her expertise to help households reduce excess and unused food. Sustainability and eco-friendly living are extremely pertinent topics of discussion. In effect, Jill was able to provide her knowledge in this area to aid a great cause.

What Jill did:

The focus of the Love Food Hate Waste campaign was to encourage and enable people from all walks of life to reduce their food waste. To do this, Jill explained how to make the most of leftovers. She did this by developing 24 unique recipes. Including desserts, snacks and nibbles, low cost family meals, student meals and meals for small households.

The project was lead by Jill, who developed many recipes during the campaign. She also managed a nutritionist and food photographer throughout. This enabled her to see the products through from start to finish.

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. Each recipe needed to fulfill the project criteria. To ensure this happened they were rigorously tested and nutritionally analysed.

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

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

Jill took huge pride from the work she developed for the campaign. She is proud of how much the WRAP charity has achieved since the Love Food Hate Waste campaign was created.

You can find further details of their sustainable aim at 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