Food wastage is one of the key areas of focus for Woolworths in terms of sustainability  (Woolworths Food, 2019). The purpose of this brand communication was to raise awareness about food waste in South Africa while educating and encouraging people to participate in activities that reduce wastage. A digital campaign was developed which included an interactive user-experience, social media competition, left-overs recipe game, food photography and an explainer video.

The concept of Leftover Lovers was developed to encourage people to adopt a more positive outlook towards leftover food and to use leftovers to prevent food waste. The primary idea was to show people that leftovers don’t have to be bland and boring and can, in fact, be used to create delicious, exciting meals if prepared correctly. This is in response to research that showed that preparing too much food or incorrect preparation that creates leftovers, is a primary cause of household food waste.