Background & Objective
About 20% of UK CO2 emissions are associated with food and drink, yet most people are increasingly unaware of the origin of their food and how it has been produced. Eating seasonably and growing your own are positive and accessible first steps towards a low impact diet – research shows that 74% of the population are willing to start. Whilst eating less meat and dairy products would have the greatest environmental benefit, most people are not yet open to considering such radical changes to their diet. The main barrier to eating seasonably is simply lack of awareness that fruits and vegetables are way tastier and cheaper at certain times of the year. The website changes weekly to highlight fruit and veg that are at their best right now and inspires with simple tips and recipes. With grow your own; it’s simplicity and demystification that will ‘tip’ first timers. So the site focuses on ten of the easiest fruit and veg to grow with simple visual instructions for the layman, links to offers on starter kits and expert advice.
Through an unprecedented coalition of businesses and charities, Eat Seasonably aims to reconnect the British public with their food and the seasons in which it grows. It does this through two linked strands of activity: inspiring and enabling people to eat more locally in season fruit and veg, and assisting them to grow their own.
The site design takes a news-based approach, with the homepage elements changing weekly to reflect the fruit and veg that are good to eat or grow right now.
‘What to grow now’ focuses on ten of the easiest fruit and veg to grow with simple instructions accompanied by step-by-step visuals. The site adjusts to tell you what’s good to plant now; there are always at least two of the ten that the beginner can have a go at growing at any point. There are links to offers on starter equipment from well known retailers and expert advice from well known organisations.
‘What to eat now’ takes the complication out of working out what’s in season when and simply presents two or three highlights of fruit and veg at their best each month. There’s an interactive calendar for people who want to know more, a witty film in partnership with Green Thing that highlights the benefits of eating in season and a gadget for sending e-postcards from the fruit and veg themselves as timely reminders to your friends.
This campaign is about using the power of a collaboration of big organisations to spread a message and encourage mass change in consumer behaviour. The use of materials was minimal in comparison to the effect of this work; that said they did where possible reduce the impact of the materials they used.
The postcard gadget on the website encourages people to send e-cards as timely reminders of what’s in season, as do the regular newsletters that are sent from the site. These innovative techniques save paper and waste as opposed to resorting to standard methods of telling people what’s in season such as printed calendars.
This is where Eat Seasonably is almost unique among environmental campaigns. They have a remit to appeal to every one of DEFRA’s seven population segments (A Framework for Pro-Environmental Behaviours, January 2008); if they only talked to Positive Greens, or Concerned Consumers, they would not be doing their job.
The campaign was executed in a deliberately mass way: partners range from Tesco to Waitrose, Dobbies to the RHS, Pembrokeshire Produce Direct to the Duke of Cambridge in Islington. The campaign has been successful in reaching a very wide demographic (PR coverage featured in media ranging from The Daily Telegraph and Radio 4’s Today Programme to ITV’s Loose Women and OK! Magazine).
29 partners feature offers, information and advice on the site including 11 major business and over 20 NGO partners. Links to eatseasonably.co.uk from partner sites including Garden Organic, the RHS, the National Trust, Tesco, M&S, Suttons, jamieoliver.com and many others drive traffic.
The ‘Become a partner’ page of the website means that new partners continue to get involved and use the campaign collateral on an ongoing basis: over 100 new partners have contacted us through the website.
180,000 visitors to eatseasonably.co.uk to date.
Daily hits reached 16,000 in June and remain at around 800 per day, two months after our marketing activity finished.
Monthly newsletters are being sent out to over 2000 subscribers and this number grows each month.
Interactive online ads had a click through rate of 0.15%, significantly above average.
Website design and build £35,000
Online ads creative work £5,000