Submitted by Jungle Creations

Wasa Waste Wins Creator Series

Influencer Marketing

Jungle Creations built Waste Wins, a creator-led series against food waste for Wasa across Germany, Denmark and Sweden, with the agency reporting +3M reach.

+3MReach
9.71%15s View-Through Rate
34KOrganic Engagements

Case in 60 seconds

Wasa needed to be positioned as a credible voice in sustainability, which is hard for a food brand because the brief also asked it to drive positive behaviour change online rather than simply claim a position.

The campaign turns on the size of the action, because the brief holds that small changes in the kitchen can spark a bigger cultural shift, so celebrating small wins against food waste gives audiences something achievable rather than a lecture.

Waste Wins treated food waste as a run of small, celebrated wins rather than a problem to be solved, so that leftovers could become a movement that communities built together around Wasa.

Jungle Creations partnered with foodie influencers and sustainability champions across Germany, Denmark and Sweden to launch a tagging chain that challenged communities to rescue, reimagine and rethink food, carried by short-form video, creator collabs and paid amplification, with YouTube named as the platform.

Jungle Creations reports +3M reach, a 15s view-through rate of 9.71% and 34K organic engagements, and says the work helped Wasa grow a loyal, sustainability-first audience across Europe, for which the page gives no figure.

Strategy Breakdown

Communities across Germany, Denmark and Sweden, with the stated aim of growing a loyal, sustainability-first audience for Wasa across Europe.
A food brand claiming a sustainability voice needs visible action rather than a statement, so the brief tied credibility to driving positive behaviour change online.
Wasa stands behind a community movement rather than at its centre, with the kitchen as the setting for the small changes the brief describes and creators carrying the message.
The page holds that small changes in the kitchen can spark a bigger cultural shift, so the campaign asked people to rescue, reimagine and rethink food rather than overhaul their habits.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Jungle Creations

Participation mechanic

  • A tagging chain challenged communities to rescue, reimagine and rethink food that would otherwise go to waste, with creators and participants passing the challenge on through tags.

Results & Evidence

MetricValue
Reach+3M reach
15S View-Through Rate9.71% 15s VTR
Organic Engagements34K organic engagements

Why Jungle Creations' strategy worked

  1. 1

    A tagging chain makes each participant the recruiter for the next, so a sustainability message can travel through community networks rather than depending on paid amplification alone to find its audience.

  2. 2

    Framing behaviour change as small wins lowers the cost of taking part, because rescuing food that would otherwise go to waste is a task most households can manage, so participation feels plausible rather than aspirational.

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