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How Hotpoint turned to Jamie Oliver for food waste mission

The home appliances brand joined forces with the celebrity chef for the finale of its Fresh Thinking for Forgotten Food campaign.

This week east London welcomed its latest pop-up café, where diners can enjoy a tasting menu of eclectic dishes, and pay what they think the meal is worth. So far, so Shoreditch. Yet peer closer at those dishes and they share something in common – they were all inspired by the most commonly wasted ingredients in the UK and masterminded by participants in Hotpoint’s Fresh Thinking campaign.

The brand identified that 65% of Brits worry about wasting food and in Europe 88 million tonnes of food go to waste every year. These research findings formed the base of the brand’s ambitious initiative to tackle food waste.

The Fresh Thinking campaign kicked off in July 2018, encouraging consumers to be creative with leftover food and design recipes from the top ten ‘forgotten foods’ – which are most likely to go to waste. And with Jamie Oliver already on board as the brand’s ambassador since 2017, there was an obvious choice for chef for the launch of the pop-up and a key champion in the mission against food waste.

Norbert Schmidt, senior vice-president, market operations and product and brand marketing EMEA at Whirlpool Corporation, explained: “We’ve been working with Jamie and the team plus influencers on the campaign to encourage consumers to enjoy a fresh take on forgotten food. The intention with this campaign is to encourage our consumers to think differently about the food they have at home.”

Jamie Oliver added: “When it comes to food waste, we are all on a journey. With this campaign, we are celebrating passing on information. I see companies like Hotpoint very much in the same vein as broadcasters – we have the opportunity to pass on information, knowledge and content to so many.”

The campaign included two ad spots in the UK, a raft of in-store activations, plus digital, social media and influencer videos. Agencies included Carat, JWT for creative and Fat Lemon – Jamie Oliver’s production agency. XYZ delivered the live activation, which included a roadshow across the summer encouraging families in to a mobile kitchen for a masterclass, through to the final culmination at the Fresh Thinking Café.

The agency’s founder Will Mould worked with the brand’s experiences team for their first campaign since winning the client in January 2018. According to Mould, the brief was very succinct with a direct outcome: “It was very clear that the experience was around an overall campaign and wanting to drive change, rather than flogging products, which was really refreshing. It was a very collaborative process developing the live activation.”

More than 1,000 recipes based on commonly wasted foods were submitted by consumers across Europe to be reviewed by a panel of culinary experts and the very best ended up on the menu to be served at the two-day pop-up.

Read the full article on Campaign here.