Campaign for SIRE, the Dutch Foundation for Non-commercial Advertising.

An estimated one third of the world’s food is wasted. In the Netherlands 14% of our food is thrown away unused. SIRE wanted the people to give the issue a serious thought and, more important, encourage them to act against food waste.

Our challenge was to empower people to be part of the solution, not only during the period of the campaign, but well into the future.

SIRE launched a campaign, of which all elements are fully recycled. The open platform Kliekipedia.nl (re-using existing technology) was born: a unique encyclopaedia full of leftover recipes and tips to inspire people to reduce food waste. Consumers and experts were invited to share their ideas about creating delicious new dishes out of leftovers. The supporting TV commercial was composed entirely out of fragments of existing iconic commercials from leading supermarket chains and food brands from the past 35 years. The result turned out to be a tribute to award winning TV commercials from the past.

Since the launch, Kliekipedia attracted almost 270,000 unique visitors. Consumers, experts and celebrities have posted a huge amount of recipes and tips, which received more than 55,000 endorsements. SIRE was trending topic with #Kliekipedia after the campaign launch, and national news stations picked up on the initiative. Because international grocery chains, famous food brands, publishers and media companies were committed partners, it created great press coverage.

At the end of the campaign Kliekipedia.nl was taken over by the Dutch Nutrition Centre who will continue helping people to reduce food waste. The ultimate goal is to reduce food waste with 10 kilos per person within a year, and consequently, contribute to environmental sustainability.

ADCN 2015: Bronze lamp in Television

ADCN 2015: Online platform

ADCN 2015: Social online film

SAN Awards 2015: two times shortlisted

Goudenloeki: Shortlist