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NRAs 2018: Campaign of the Year – Private/Commercial

WINNER: Bristol Waste Company

The ‘Slim My Waste – Feed My Face’ campaign was developed with the aim of diverting food waste from residents’ refuse bins and encouraging them to use the food waste service. The idea was that by playfully putting residents’ refuse bins on a ‘no food diet’ (‘Slim My Waste’) and getting them to engage with caddies by personalising them with stickers (‘Feed My Face’), it would increase awareness for people of all ages.



Hartcliffe was the ward chosen for the trial because data suggested that food waste capture in the area was low.

An ‘I’m on a no food diet, thanks’ sticker was attached to the lid of each bin of the 2,786 trial households and a ‘Slim My Waste’ tape measure was wrapped around the middle. This had visual impact and got people talking. A leaflet included information about the food waste service, interesting facts and the benefits for Bristol.

A second ‘nudge’ leaflet was delivered mid-campaign with refresher messaging and photos of decorated food caddies that had been submitted by residents to encourage others to take part.

At a stall in a local supermarket, the team handed out leaflets and stickers, answered questions and provided almost 1,000 caddies.

recycling excellence commercial industrial

recycling excellence commercial industrial

JUDGES’ COMMENT: “This had all the hallmarks of a good campaign. It was innovative, had a sound monitoring strategy, clear and demonstrable outcomes and is replicable and scalable.”

The campaign used social media, educational workshops in a school, and a tour of project partner GENeco’s anaerobic digestion plant. Prizes were offered on social media for shared images of decorated food caddies.

Data collection and analysis of the trial has found indications of a positive impact on participation levels and food waste capture. There was a 9% increase, or 256 extra homes, using the food waste service. Tonnage of food waste collected increased 87% and residual waste fell 10%.


  • Bio Collectors
  • Bywaters
  • Ecosurety/Hubbub
  • Orwak Easi UK
  • Returnable Packaging Services
  • Totus Environmental

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