BACKGROUND

Future In Our Hands is a Norwegian NGO that works to reduce food waste, by aiming to update the law to meet the modern sustainable European standard.

The Norwegian grocery stores were throwing away enough food to feed 1/3 of the country's population, and FIOH lacked the public support they needed to get the Norwegian Parliaments attention.

EXISTING CREATIVE IDEA:

FIOH had had an existing campaign called "stop the food waste", with an interactive website showing the fresh breads being thrown in the trash minute by minute. With this PR stunt we simply did the web site idea "for real", putting it out in the streets letting people taste the real breads and inviting the chains and the media.

By opening a dumpster grocery chain filled with food waste, we invited the whole nation to dumpster dive legally for the first time.

With the help from a pro architect, we designed the dumpster so that it would be super photo friendly for Instagram, TikTok, Snapchat and for journalists.

PRE-LAUNCH:

A few weeks beforehand we reached out to 20+ people previously engaged in the cause and got them to start writing chronicles.

A few days before we started teasing the opening of a new nation-wide grocery chain opening, with online posts and posters promoting "free food" and a cool-looking brand.

We revealed our exclusive secret to the biggest news station only, who showed up with a live TV crew on our opening day.

LAUNCH:

The Dumpster Deli's were placed outside big grocery stores, providing a super visible placement while pulling people in to taste our trash.

We started with one dumpster, and after massive amount of requests to get the Dumpster to more cities more dumpsters are now in production.

The initial Dumpster had minimum 30 placements within the first few weeks, promoted through a location finder in a pinned story on Future In Our Hands Instagram account.PRIMARY GOAL:

Get the new food waste law into

When picking up food, people signed the petition on the spot - either through a QR code on the dumpster or with the help from our people. A lot of people became members too :)

The first Dumpster Deli covered all the major Norwegian news channels from TV as well as Newspapers within 24 hours, generating 4M+ in earned media and reaching 23% of the total population.

But most importantly: We reach our primary goal of getting The Norwegian Parliament invited Future In Our Hands to legislate a new law for the first time. It's being negotiated in the Parliament as we're writing this (!)

- The new food waste law made it it to parliament

- 4.1M+ in earned media

- 23% of total population reached organically