Premier Foods Extends Online Campaign to Tackle Christmas Food Waste
Launched in February by Premier Foods, the Great Little Ideas website campaign is being extended to include an online drive aimed at encouraging the public to cut down on unnecessary food waste this Christmas.
The website will now provide a selection of recipes for Christmas leftovers using 16 key Premier Foods brands, such as Ambrosia Custard, Bisto, Branston, Loyd Grossman and Sharwood's.
Head of Marketing Strategic Projects at Premier Foods, Teresa Arbuckle, commented, "Christmas is obviously a time for enjoying great food, but it's also one of the most wasteful times of the year. We take our responsibility to reducing food waste very seriously and Great Little Ideas is a unique campaign that can help us do that. With more than a million people set to have visited the site by the end of the year, we have a unique opportunity to cut down on food waste this Christmas using a range of great British brands."
The food giant explained that the campaign extension has been driven by research which revealed that almost half of UK households buy too much food for Christmas, leading to an estimated 8.3m tonnes of food and drink being discarded.