Australia throws away 2.5 million tonnes of household food each year – that’s 7.7 million meals a day.
It’s an environmental, economic, and social crisis.
And yet, no one sees themselves as part of the problem. Guilt-led campaigns hadn’t worked. Food waste felt abstract, invisible, and too hard to fix.
In 2024, we helped End Food Waste Australia launch The Great Unwaste – a long-term movement to help Australians ‘Turn Food Waste Around’. The challenge? Make food waste feel personal, solvable, and worth caring about.
We didn’t ask people to stop wasting food. We asked them to start unwasting it.
The Great Unwaste introduced a simple, sticky new behaviour: 'unwasting' – a reframe that positioned leftovers, wilted veg and soon-to-expire ingredients as everyday heroes.
No finger-pointing. No shame. Just small, satisfying wins anyone could be part of.
We built a collective identity – the Great Unwasters – and equipped people with seven easy habits to save food, money, and the planet.
Not another awareness push. A behaviour shift powered by optimism, not obligation.
We launched nationally across BVOD, digital, radio, print, social and OOH – reaching people in the moments food decisions are made.
The message – “Are you wasting more than you think?” – travelled fast, showing up from ABC Breakfast to TikTok.
We put bold reminders near food retailers, sparked leftover love on Instagram, and even got Minister Tanya Plibersek plating up pasta for lunch (twice).
A central digital hub offered tools for households, councils, and businesses – with hundreds of local governments and industry partners joining the mission.Because food waste might start at home – but it ends with all of us.
We didn’t ask people to stop wasting food. We asked them to start unwasting it.
The Great Unwaste introduced a simple, sticky new behaviour: 'unwasting' – a reframe that positioned leftovers, wilted veg and soon-to-expire ingredients as everyday heroes.
No finger-pointing. No shame. Just small, satisfying wins anyone could be part of.
We built a collective identity – the Great Unwasters – and equipped people with seven easy habits to save food, money, and the planet.
Not another awareness push. A behaviour shift powered by optimism, not obligation.
We launched nationally across BVOD, digital, radio, print, social and OOH – reaching people in the moments food decisions are made.
The message – “Are you wasting more than you think?” – travelled fast, showing up from ABC Breakfast to TikTok.
We put bold reminders near food retailers, sparked leftover love on Instagram, and even got Minister Tanya Plibersek plating up pasta for lunch (twice).
A central digital hub offered tools for households, councils, and businesses – with hundreds of local governments and industry partners joining the mission.Because food waste might start at home – but it ends with all of us.
We didn’t ask people to stop wasting food. We asked them to start unwasting it.
The Great Unwaste introduced a simple, sticky new behaviour: 'unwasting' – a reframe that positioned leftovers, wilted veg and soon-to-expire ingredients as everyday heroes.
No finger-pointing. No shame. Just small, satisfying wins anyone could be part of.
We built a collective identity – the Great Unwasters – and equipped people with seven easy habits to save food, money, and the planet.
Not another awareness push. A behaviour shift powered by optimism, not obligation.
We launched nationally across BVOD, digital, radio, print, social and OOH – reaching people in the moments food decisions are made.
The message – “Are you wasting more than you think?” – travelled fast, showing up from ABC Breakfast to TikTok.
We put bold reminders near food retailers, sparked leftover love on Instagram, and even got Minister Tanya Plibersek plating up pasta for lunch (twice).
A central digital hub offered tools for households, councils, and businesses – with hundreds of local governments and industry partners joining the mission.Because food waste might start at home – but it ends with all of us.
We didn’t ask people to stop wasting food. We asked them to start unwasting it.
The Great Unwaste introduced a simple, sticky new behaviour: 'unwasting' – a reframe that positioned leftovers, wilted veg and soon-to-expire ingredients as everyday heroes.
No finger-pointing. No shame. Just small, satisfying wins anyone could be part of.
We built a collective identity – the Great Unwasters – and equipped people with seven easy habits to save food, money, and the planet.
Not another awareness push. A behaviour shift powered by optimism, not obligation.
We launched nationally across BVOD, digital, radio, print, social and OOH – reaching people in the moments food decisions are made.
The message – “Are you wasting more than you think?” – travelled fast, showing up from ABC Breakfast to TikTok.
We put bold reminders near food retailers, sparked leftover love on Instagram, and even got Minister Tanya Plibersek plating up pasta for lunch (twice).
A central digital hub offered tools for households, councils, and businesses – with hundreds of local governments and industry partners joining the mission.Because food waste might start at home – but it ends with all of us.
We didn’t ask people to stop wasting food. We asked them to start unwasting it.
The Great Unwaste introduced a simple, sticky new behaviour: 'unwasting' – a reframe that positioned leftovers, wilted veg and soon-to-expire ingredients as everyday heroes.
No finger-pointing. No shame. Just small, satisfying wins anyone could be part of.
We built a collective identity – the Great Unwasters – and equipped people with seven easy habits to save food, money, and the planet.
Not another awareness push. A behaviour shift powered by optimism, not obligation.
We launched nationally across BVOD, digital, radio, print, social and OOH – reaching people in the moments food decisions are made.
The message – “Are you wasting more than you think?” – travelled fast, showing up from ABC Breakfast to TikTok.
We put bold reminders near food retailers, sparked leftover love on Instagram, and even got Minister Tanya Plibersek plating up pasta for lunch (twice).
A central digital hub offered tools for households, councils, and businesses – with hundreds of local governments and industry partners joining the mission.Because food waste might start at home – but it ends with all of us.
We didn’t ask people to stop wasting food. We asked them to start unwasting it.
The Great Unwaste introduced a simple, sticky new behaviour: 'unwasting' – a reframe that positioned leftovers, wilted veg and soon-to-expire ingredients as everyday heroes.
No finger-pointing. No shame. Just small, satisfying wins anyone could be part of.
We built a collective identity – the Great Unwasters – and equipped people with seven easy habits to save food, money, and the planet.
Not another awareness push. A behaviour shift powered by optimism, not obligation.
We launched nationally across BVOD, digital, radio, print, social and OOH – reaching people in the moments food decisions are made.
The message – “Are you wasting more than you think?” – travelled fast, showing up from ABC Breakfast to TikTok.
We put bold reminders near food retailers, sparked leftover love on Instagram, and even got Minister Tanya Plibersek plating up pasta for lunch (twice).
A central digital hub offered tools for households, councils, and businesses – with hundreds of local governments and industry partners joining the mission.Because food waste might start at home – but it ends with all of us.
We didn’t ask people to stop wasting food. We asked them to start unwasting it.
The Great Unwaste introduced a simple, sticky new behaviour: 'unwasting' – a reframe that positioned leftovers, wilted veg and soon-to-expire ingredients as everyday heroes.
No finger-pointing. No shame. Just small, satisfying wins anyone could be part of.
We built a collective identity – the Great Unwasters – and equipped people with seven easy habits to save food, money, and the planet.
Not another awareness push. A behaviour shift powered by optimism, not obligation.
We launched nationally across BVOD, digital, radio, print, social and OOH – reaching people in the moments food decisions are made.
The message – “Are you wasting more than you think?” – travelled fast, showing up from ABC Breakfast to TikTok.
We put bold reminders near food retailers, sparked leftover love on Instagram, and even got Minister Tanya Plibersek plating up pasta for lunch (twice).
A central digital hub offered tools for households, councils, and businesses – with hundreds of local governments and industry partners joining the mission.Because food waste might start at home – but it ends with all of us.
We didn’t ask people to stop wasting food. We asked them to start unwasting it.
The Great Unwaste introduced a simple, sticky new behaviour: 'unwasting' – a reframe that positioned leftovers, wilted veg and soon-to-expire ingredients as everyday heroes.
No finger-pointing. No shame. Just small, satisfying wins anyone could be part of.
We built a collective identity – the Great Unwasters – and equipped people with seven easy habits to save food, money, and the planet.
Not another awareness push. A behaviour shift powered by optimism, not obligation.
We launched nationally across BVOD, digital, radio, print, social and OOH – reaching people in the moments food decisions are made.
The message – “Are you wasting more than you think?” – travelled fast, showing up from ABC Breakfast to TikTok.
We put bold reminders near food retailers, sparked leftover love on Instagram, and even got Minister Tanya Plibersek plating up pasta for lunch (twice).
A central digital hub offered tools for households, councils, and businesses – with hundreds of local governments and industry partners joining the mission.Because food waste might start at home – but it ends with all of us.
We didn’t ask people to stop wasting food. We asked them to start unwasting it.
The Great Unwaste introduced a simple, sticky new behaviour: 'unwasting' – a reframe that positioned leftovers, wilted veg and soon-to-expire ingredients as everyday heroes.
No finger-pointing. No shame. Just small, satisfying wins anyone could be part of.
We built a collective identity – the Great Unwasters – and equipped people with seven easy habits to save food, money, and the planet.
Not another awareness push. A behaviour shift powered by optimism, not obligation.
We launched nationally across BVOD, digital, radio, print, social and OOH – reaching people in the moments food decisions are made.
The message – “Are you wasting more than you think?” – travelled fast, showing up from ABC Breakfast to TikTok.
We put bold reminders near food retailers, sparked leftover love on Instagram, and even got Minister Tanya Plibersek plating up pasta for lunch (twice).
A central digital hub offered tools for households, councils, and businesses – with hundreds of local governments and industry partners joining the mission.Because food waste might start at home – but it ends with all of us.
