A new advert created by the Unilever family of brands is set to air this weekend in a bid to raise awareness of a number of issues, with food waste at the fore.
The ‘Bright Future Speech’ is set to debut during this weekend’s episodes of the X Factor in the form of a short film focusing on a number of societal issues in the hopes of inspiring people to take action.
Working with Oxfam UK, research collected by the corporation found that three quarters of people surveyed throw away food that could be eaten, at a time when one fifth of householders that find it difficult to live on their income said that they have borrowed money from family or friends to buy food.
The advert will highlight the disparity between homes having food to waste whilst others live in ‘food poverty’.
Launching at the same time is the #ClearAPlate social media campaign. This calls on users of Facebook, Twitter and Instagram to commit to showing how their tackling food waste – with the main one being tagging their photos of a clean plate after a meal with #ClearAPlate.
Jon Goldstone, Vice President of Brand Building for Foods and Refreshments at Unilever UK, who is leading the advertising push, said: “This is a truly exciting time in Unilever’s history – the public launch of our corporate brand and what we stand for. We’ve made good progress in sustainability since the launch of the Unilever Sustainable Living Plan in 2010, but consumer behavioural change is still the most challenging area for us, so we hope that through this campaign we can get our shoppers on board, living more sustainably.
“Through our UK iteration of the Project Sunlight campaign, we are highlighting two very important issues: food waste and food poverty. However, we know that it’s not as simple as saying ‘give your leftover food to those in need’, but by talking about these two issues together, we hope people will think about their food waste in the context of people who cannot afford to eat properly.”
Goldstone went on to highlight some of the work that Unilever has been undertaking to reduce food waste, such as setting up 41 food banks with Oxfam since 2012 and committing to providing 500,000 meals to families in need as part of the new campaigns.
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