In 2013, Glad Food Protection shifted its brand positioning from lunches and leftovers to "love food more, waste it less," making it one of the first CPG brands to take on the global issue of food waste. To support this new DNA, the team launched the #SAVEITSUNDAY movement, a campaign to increase awareness of food waste as a major global issue, especially in America, positioning Glad as a key player in helping consumers reduce their food waste at home. The average American family throws out approximately 25 percent of the food and beverages they buy each year; however, food waste as an issue in the U.S., especially the long-term effects and the fact that it is now the leading contributor of methane gas emissions from landfills, remained relatively unknown. Through a clear call-to-action of asking consumers to pledge to reduce their food waste at home; ongoing online content offered via a campaign hub that housed tips, recipes and opportunities to win as reasons for return visits; offline events like the New York Wine & Food Festival; and engaging influencers like Chef Alex Guarnaschelli and relevant mom bloggers Glad was able to speak directly to its mom target audience about protecting and preserving food, and thus, reducing their waste at home. By showcasing Glad products as part of the solution, the team was able to increase the brand's share of voice in the category and encourage consumers to take simple, small steps to combat their waste for a larger impact.
This unique 360-degree marketing campaign was supported by all disciplines driving traffic to the #SAVEITSUNDAY online hub, with consistent massaging across PR, Advertising, Marketing and Social efforts. The Glad Food Protection PR team identified three main strategic objectives in support of the #SAVEITSUNDAY movement:
In just eight months, the #SAVEITSUNDAY movement proved to be a success, achieving and surpassing all intended objectives:
The Glad #SAVEITSUNDAY program garnered 103MM+ traditional media impressions and 4MM+ social impressions.