If you love food, if you rely on leftovers to get through the week, if you think that wasting food is bad, then this campaign is for you! Introducing OzHarvest's #LeftoverMakeover, an initiative that inspires people to transform their leftovers into creative meals, all in the name of preventing food waste.
Working with Facebook Creative Shop, we brought the campaign to life with a series of videos for Instagram Stories, each featuring a well-known chef turning their leftovers into a mouth-watering dish.
The campaign kicked off on Instagram stories, with OzHarvest CEO Ronni Kahn throwing down the gauntlet to celebrity chefs, challenging them to get creative with their leftovers.
From tagliatelle to toasties, each chef weaved their magic before throwing the gauntlet down to their friends to also get involved, sparking a chain reaction of #LeftoverMakeovers. And yes, all the dishes did taste as good as they look!
GIFs that keep on giving
Once the initial wave of makeovers went live, we drove the message home with targeted Boomerangs that coincided with times that leftover food would be expiring. Optimised for Facebook, these eye-catching GIFs were fun and engaging, and most importantly, kept the #LeftoverMakeover campaign at front of mind.
Making the message stick
It was essential that our content appeared as natural as possible in the context of Instagram stories. After all, we wanted everyday people to feel that they could get involved and do their own #LeftoverMakeover.
To achieve this, we designed and animated a custom set of Insta stickers. We embedded the pack throughout the video content as well as making the stickers available on Insta stories for the public to use in their own makeovers.