OLIO / SHARE MORE. WASTE LESS.
Adam&EveDDB, 2019
A new campaign galvanising Londoners against food waste.
Olio is a UK-based mobile app for food-sharing, aiming to drastically reduce food waste. It does this by connecting those with surplus food to those who need or wish to consume such food.
The problem of household food waste around world is mind boggling. Thankfully public awareness for the problem has been growing rapidly in the last years - and there’s a growing desire in the UK to collectively tackle the issue.
That’s where OLIO comes in and offers a solution. But… we found out that people instinctively think that sharing food via an app is a bit weird.
We argue it’s not nearly as weird as the alternative, if you actually stop and think about it.
Share more. Waste Less.
The Brief.
Recruit 1M new users of the app, by making OLIO a household name.
The Challenge.
Our challenge was (and remains) two-fold: crystalise the problem of food waste in the public’s imagination. And normalise food sharing as a solution.
The Strategy.
People instinctively think that sharing food via an app is a bit weird. So we reassured them that like-minded people in their neighbourhood are already doing it.
The Results.
London listings went up by 38%.
55% uplift in OLIO related google searches.
Doubled the sign up rate during the campaign.
