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Love Food Hate Waste: The Big Spoiler

New Zealanders waste $3.2B of food annually, harming the environment and economy. To address this, Love Food Hate Waste NZ (LFHW) partnered with TBWANew Zealand to cut household food waste by 50% by 2030. They created mould-growing billboards from blue cheese in petri dishes to highlight the issue. Bootleg assisted in crafting these unique ads, which appeared in mid-April and developed mould over six weeks.

The campaign also featured giant mouldy food monuments, like an apple in Wellington and a piece of toast in a nearby train station, promoting the message to reduce food waste. The highlight was a 16-foot mouldy lamb chop in Te Komititanga Plaza. QR codes on the ads offered free reusable Eat Me First stickers to encourage better food management.
Credits Other credits

Scientists: Bevan Weir and Diana Lee/Landcare Research

Big Spoiler Monuments: Carl Moody/Bootleg

Media: MBM

Marketing & Communications Manager: Juno Scott-Kelly

Project Manager: Sophie Wolland

Digital Marketing Co-ordinator and Content Manager: Gel Lim

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