Hustle & Bustle was engaged to support HelloFresh to launch the Weight of Food Waste initiative, the brand’s first consumer PR campaign in New Zealand. The campaign was designed to shine a spotlight on the food waste problem in New Zealand by showing rather than telling Kiwis the impact that HelloFresh can have on their household’s food waste.
Hustle & Bustle engaged Rugby World Champion Portia Woodman-Wickliffe to be the face of the campaign, as well as worked with HelloFresh partner and leading food rescue organisation KiwiHarvest to support the campaign with food waste data and act as a secondary spokesperson.
The campaign saw Portia Woodman-Wickliffe challenged to push a rugby scrum machine loaded with 115kg of rescued food waste, representing the minimum amount of food a Kiwi household wastes each year.
To launch the campaign, Hustle & Bustle managed a content shoot with Portia to capture still and video imagery to seed out on launch day, and hosted a media call event at a rugby club in Auckland where Hustle & Bustle secured an exclusive with TVNZ Breakfast, as well as other top tier media to attend to see Portia attempt to push 115kg of food waste on a rugby scrum machine.
pieces of syndicated coverage
positive coverage featuring key food waste messaging