Make Toast Not Waste-1
Submitted by TRIBEAgency IPI Score 32/100

Love Food Hate Waste Make Toast Not Waste Creator Posts

Influencer Marketing

TRIBE ran Make Toast Not Waste for Love Food Hate Waste, with creators posting freeze-and-toast bread tips that TRIBE reports reached a 4.67% engagement rate.

4.67%Engagement Rate
21.2KLikes & Comments
452.9KCombined Followers

Case in 60 seconds

Love Food Hate Waste wanted to show how to reduce bread waste by freezing a loaf straight away and using it to make toast, a simple anti-waste message that had to sit inside foodie pictures rather than stand apart from them.

The brief turns on habit rather than sacrifice, because freezing bread and making toast asks very little of a reader, so the message could live inside the foodie pictures creators already make rather than in a separate campaign voice.

Make Toast Not Waste framed a freeze-and-toast routine as the whole anti-waste message, asking creators to submit posts showing bread frozen soon after buying and later made into toast.

Through TRIBE, creators submitted posts showing bread frozen soon after buying and turned into toast, pairing the anti-waste message with foodie pictures, and TRIBE reports 15 creator posts in total for the campaign.

TRIBE reports 15 creator posts across a combined following of 452931, a 4.67% engagement rate and 21162 likes and comments, while the sentiment it shows is comments praising the cause and the tips.

Strategy Breakdown

Love Food Hate Waste acts as the source of a practical tip rather than a product, so the posts carry its message alongside the creators' own foodie pictures.
The page treats bread waste as a timing problem, so the brief asks for the loaf to be frozen straight away rather than asking audiences to change what they buy.

Creative & Execution System

Partners

  • TRIBE

Results & Evidence

MetricValue
Engagement Rate4.67%
Likes & Comments21.2K likes and comments
Combined Followers452.9K combined followers
Creator Posts15 creator posts

Why TRIBE's strategy worked

  1. 1

    A behaviour message travels more easily when it is one small action, such as freezing a loaf on the day it is bought, because creators can show it in a picture rather than explain it in a caption.

  2. 2

    Folding a cause into a creator's usual foodie photography keeps the post native to the feed, so audience comments respond to the tip and the cause rather than to the sponsorship.

Related Case studies