PraiseFridge Freestylers Creative & Campaign IdeaComms StrategyContent & ConnectionsProduction
Food waste is a big problem, and Praise had partnered with ‘Saveful’ as part of their commitment to reduce it. Evidence showed us consumers buy fresh food without a plan on how they’ll use it. And convenience culture and delivery apps were compounding the issue. We needed a way to show people what they’ve lost by not using what’s in their fridge. We discovered home cooking, like any form of creativity, is fulfilling - it makes you feel happy and satisfied. Reconnecting people with this feeling would be our opportunity to positively influence them. Fridge Freestylers encourages Aussies to throw out the rule book and get creative with Praise, showing how using what you’ve got is good for you, your tastebuds and the planet.
We primed audiences to our message with native style branded content, advertising to encourage positive behaviour by depicting those who freestyle with fresh food and Praise, as heroes and utility content to make it easy for consumers to adopt the behaviour.
