Save the Food was designed to strengthen Lantmännen's position as an organization that cares for the environment and for the food they produce. We wanted to inspire Swedes to a behavioural change by challenging them to actually make a difference.We started with a consumer survey to map the Swedes and their food waste habits. Then we wrote a cookbook with two-day recipes as a way to inspire the usage of leftover food in a clever way. The results of the survey were pitched as four different news angels to media in a press kit along with the cook book. Subsequently a public challenge was issued on radio, outdoor, print and online. "Save the Food-Week – Can you last a week without wasting any food." The challenge was designed as a fun way to change food waste behaviour. The book was handed out at universities and at food fairs, also it came as a free rider when ordering books online. We also handed out lunch boxes as an aid to office workers.For some, avoiding the bin was easy, for others – not. Most importantly, it made people THINK. Lantmännen was the brand that brought this thinking to surface.

We started off with a consumer survey to map the Swedes, their food waste habits and their attitudes regarding waste of food.

Then we wrote a cookbook with two-day recipes as a way to inspire the usage of leftover food in a clever and tasteful way.

The results of the survey were pitched as four different news angels to media in a press kit along with the cook book.

Subsequently a public challenge was issued on radio, outdoor, print and online. "Save the Food-Week – Can you last a week without wasting any food." The book was free of charge and handed out at universities and at food fairs also it came as a free rider when ordering books online. We also handed out lunch boxes as an aid to office workers.The campaign ran for two weeks.

The campaign was a success! We reached our campaign goal by 163%. Tonnes of food was saved from the bin in only one week. Lantmännen’s brand recognition went up and is now considered an even more reliable and environmentally caring brand in Sweden.As a result of the campaign the issue of food waste has had a broad impact in Sweden. Key opinion leaders, companies and media are continuously debating the issue and real impact and behavioural change is taking place with Lantmännen as a natural spokesperson.