August 4, 2021

Programmatic

In a world where nearly everyone is always online, there is no offline.

The doggie bag that feeds the hungry

AUCKLAND, Tuesday: Everybody Eats has enlisted DDB Aotearoa to encourage diners to ‘pay’ for their leftovers, as the not-for-profit organisation launches Goodie Box – its latest fundraising initiative to help tackle unnecessary food waste.

DDB ECD Gary Steele said: “The Goodie Box campaign highlights the inequity between those who have too much food leftover on their plates and those with too little – in the moment it’s most poignant.

“The reimagined doggy bag is for restaurant diners who don’t finish their food. Filled and placed on tables at the end of meals, the box enables diners to make an instant $ 5 donation, so they can feel good about it taking it home.

“A 2020 study revealed 87% of Kiwi diners want to take leftover food, but only 5% have been brave enough to ask. The Goodie Box is changing this.

“The first two shipments of 20,000 boxes sold out just a month in from the initial launch. With more now on the way, and over 50 of New Zealand’s top restaurants signed up, Kiwis no longer need to feel apologetic for taking their leftover food, but rather empowered to help someone less fortunate.


“Almost every day I have a conversation with another chef who wants in. We have some huge issues here, so we’re thrilled to have so much support. It’s really working for everyone.”


“Large format out-of-home displays the Goodie Box in its humble glory across key dining precincts, talking directly to diners and reminding them how easy it is to support the cause during their next meal out.

“The campaign also features well-known Kiwi chef Al Brown, who shares how it pains him to see good food left behind when diners leave.”

Everybody Eats founder Nick Loosleysaid the reception that he’s received from the creation of the Goodie Box has been “incredible”.

“Almost every day I have a conversation with another restaurant or chef who wants in. We have some huge issues we are trying to solve here, so we’re thrilled to have so much support from our industry. It’s really working for everyone.”

The campaign is continuing to roll out via PR, OOH and social media.


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