Pladis brand Jacob’s partners with Fareshre to tackle food waste
Tie-up will see Jacob’s, donate 40,000 meals over the next year. Image: Pladis
pladis is joining the fight against food waste as it unveils a year-long partnership between Jacob’s and FareShare. The tie-up will see shopper-favourite snacking brand, Jacob’s, donate 40,000 meals over the next year to support FareShare’s network of nearly 9,500 charitable organisations across the UK.
The campaign is already underway with an epic out-of-home activation borne out of research commissioned by pladis which highlighted that Brits throw out a staggering £412m worth of food each week (source: OnePoll, September 2022 – survey of 2,000 UK adults).
Bringing this to life, the snacking giant installed 4.5-metre-high fridge on London’s Southbank, filled with plastic models of the most commonly wasted oversized food items.
“In the current climate, making food stretch further is becoming a huge priority for Brits,” says Kate Stokes, senior brand manager – Jacob’s at pladis UK&I. “So, as the UK’s number one savoury biscuit brand (source: Nielsen), we’ve launched a campaign which will provide shoppers with the inspiration they need to make the most of what’s already in their fridges.”
To do so, Jacob’s teamed up with sustainable chef Martyn Odell to create three simple-to-make recipes which showcase how its crackers can be perfectly paired with most commonly wasted food items. Visitors to the brand’s experiential activation today were able to sample these first-hand.
Stokes continues: “The Jacob’s portfolio consists of fan-favourite products which shoppers have been topping, dipping and sandwiching for over 160 years – and it’s this versatility which makes our crackers the perfect centrepiece for getting creative with leftovers.”
Also fronting the campaign is Olympic gold-medallist Greg Rutherford, and his wife, social media influencer Susie Verrill – who will be creating a series of social media content shining a light on easy ways shoppers can reduce food waste at home.