The Mighty Ones
If you didn’t know, Wales is a global leader in recycling. A mighty nation united behind a cause. At RY our task was to increase food waste recycling and prevention.
Working closely with WRAP ‘The Mighty Ones’ arrived,
born from a strategy that underlined the personal and communal value of food.
Celebrating behaviours that turn leftovers into meals and scraps into renewable energy
To prove the worth of food at every stage, from cooking to recycling, we built a copy mechanic that worked for WRAP’s key ingredients. Our headlines used colloquial phrasing to hero food items in a way that stuck.
Let’s talk combined messaging…
Through the critical moment of change: meal preparation, we combined prevention and recycling messages successfully (see the stat below). So, no added complexities, or stripped back to be generic. We gave proper advice. We made it specific, by writing it as part of the character’s routine keeping it super simple.
A staggering 57% of Welsh
citizens embraced change, with over half utilising more leftovers and nearly half reducing food waste.
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Radley Yeldar
Design Director: Gary Y
Senior Copywriter: Me
Project Manager: Claudia
Illustrator: Jamie Gorman