Wale’s is really good at recycling

Wales Recycles
Social Impact

Wales is already a global leader in recycling, but what if we could take it even further? Could we increase food waste recycling and prevention even more across the nation?

In collaboration with WRAP, we launched ‘The Mighty Ones’. We created this campaign based on the idea that food has personal and communal value.

The strategy was simple: celebrate the everyday heroes, the people who turn leftovers into meals, scraps into renewable energy, and waste into opportunity.

With colloquial copywriting and approachable messaging, we highlighted key ingredients in food waste prevention, using familiar and relatable language. We hooked on to the critical moment of change during meal prep and successfully integrated prevention and recycling into the conversation. Basically, actionable advice that didn’t feel preachy or complicated.

Did we do it? We recorded that a staggering 57% of Welsh citizens embraced change, with over half using more leftovers and nearly half reducing food waste. It wasn’t just a campaign but a movement toward a more sustainable future.