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PROBLEM
UK households waste 22% of their weekly food shop, harming us socially and environmentally.
INSIGHT
We fear food poisoning, unappealing foods and boring repeats when using leftovers, most leftovers get boxed up in the fridge, destined for the bin and never see a plate again.
STRATEGY
By recognising that knowing how to use leftovers is as equally important as knowing how to cook.
SOLUTION
Fridges have become a household morgue for food, but not for long with The Voice Beyond the Micrograve aiming to change behaviours towards leftovers.
The 'Take 2' leftover range.
Take 2 meals are created from leftovers, proving that leftovers are safe, healthy, interesting meals made for the stomach, not the bin.
Any two products from the range are free when you scan your Lidl PLUS card.
The voice beyond the micrograve.
Putting life back into the food you love.
Special edition
Tupperware
STICKERS
Food is bought, and the packaging is thrown away leaving nowhere to discuss the potential leftovers, households need easy access to advice that doesn't rely on the packaging.
THE CAMPAIGN WILL LAUNCH WITH RADIO, IN-STORE PROMOTIONAL STICKERS AND MICROWAVE-SAFE TUPPERWARE COFFINS.
ALEXA FUNCTION
For someone to turn to in your leftover journey.
There are two ways to put life back into your food.
Resurrection
Reheat to eat
Reincarnation
Transform to a new meal
Big on quality, Lidl on Food waste
Lidl encourages its community to share their reincarnations recipes with a chance to win a £15 Lidl voucher every week.
creative partner: Bronwyn Cheshire
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