SecondBite gets food messy with its first national advertising campaign

Chris Pash
By Chris Pash | 26 October 2020

SecondBite, in collaboration with creative agency Collins + Partners and media agency OMD, has launched a campaign to raise awareness on food rescue to help Australians in need.

SecondBite rescues fresh and nutritious food that would otherwise go to waste and distributes it free of charge to more han 1000 charities nationwide – reducing carbon emissions and cutting food costs of charities.

SecondBite is in its 15th year and its major source of food is via its national partnership with Coles. Last year Secondbite delivered the food for more than 50 million individual meals.

Up to 25% of the food produced in Australia goes to waste, while 20% of Australian’s experienced food insecurity in the last year.

The goal of this campaign is to grow engagement with business and government and expand the scale and effectiveness of food rescue. Also, there is a constant need to grow the donation base since SecondBite’s service is provided 100% free to charities and people in need.

SecondBite Chairman Julian Martin says there is no better time to explain the brilliance of food rescue as a sustainable way of helping people in need.

"We hope this awareness campaign will lead to more effective corporate, philanthropic and government partnerships," he says.

"We aim to accelerate the development of an improved national system of quality food waste collection and distribution to people in need.

"The next few years will be especially tough for many Australians and we all need to gear up to support a growing number of people struggling to afford and access good food. We are incredibly indebted to the creative and media organisations who have created this campaign probono and donated such amazing media space." 

Simon Collins, founder of Collins + Partners, collaborated with Behaviour Change’s Paul Fishlock on the project.

"The biggest creative challenge we faced was how to talk about Australians being wasteful and Australians being hungry without sounding judgmental?" says Collins.

"Using toddlers spilling food solved this problem perfectly; even though they are wasting food we don’t blame them, and we know that their frustration isn’t serious.

"The use of the jigsaw is not just a neat mnemonic; it also reflects the cleverness of SecondBite’s methodology; the symbiotic relationship it creates between two negatives to deliver one positive – the way to end waste and end hunger.”

Antonia Glezakos, Managing Partner, OMD Melbourne: “As media agency for both Coles and SecondBite, we are delighted to come on board and support SecondBite in raising awareness of its work to solve both food insecurity and food waste. We would like to thank our media partners, as without their support this campaign would not be possible.”

The national multi-channel campaign is being run across television, radio, outdoor, press, digital and social channels.

Campaign Credits

- Julian Martin and Belinda Rowe

Collins + Partners – Creative agency
- Simon Collins – Creative Director, writer
- Paul Fishlock – writer
- Albert Jantong – Art Director
- Steve Lund – TV Producer

OMD Australia – Media agency
- Antonia Glezakos – Managing Partner
- Carolyn McGookin – Business Director
- Jade Ramsey – Trading Manager
- Mira Strbac Low - Trader

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