Fresh Start needed a fresh campaign, something that would stand out in the busy hospitality sector and quickly convey the philosophy behind the Green Chef Revolution. We needed to develop an engaging way to encourage the restaurants, bars and hotels of Manchester to recycle their food waste. Our objectives included:
- Raise awareness of Fresh Start’s food recycling initiative
- Engage local businesses within the hospitality sector
- Encourage them to rethink their food waste management
- Reduce food waste impact on the environment as a result of the scheme
+ The Challenge
Having created campaigns, websites and other marketing material for the hospitality sector many times before, we knew we’d need an idea that would be heard loud and proud in this crowded marketplace. The campaign needed to be something new and original, in line with the Fresh Start ethos. It also needed to be powerful enough to encourage businesses to change their behaviour for the better.
+ Our Strategy
We developed a distinctive brand identity for Fresh Start, which was then rolled out across the fully responsive, bespoke website created by our design team. The site features engaging visuals detailing the scheme and supporting facts and advice around its principles. The site is clean, simple and user-friendly, with a number of data-capture features designed to help the Green Chef Revolution gather leads.
We also implemented Fresh Start’s fresh new branding on a whole suite of branded collateral including stationary, clothing and even on their fleet of trucks that served the city. Our strategists developed a campaign that would sell ‘Green Chef’ into hotels, bars and restaurants across Manchester; through a mix of engaging PR and online activity Fresh Start were able to welcome aboard big names including the San Carlo group, Abode and The Palace Hotel.