Marketing Communication Campaigns: A Case Study of Food Waste
Table of Contents
Introduction
Summary of Each Campaign Including Cultural Context
Communication Objectives
Target Markets
Marketing Communication Techniques Used
Compare and Contrast the Campaigns with Particular Consideration of the Cultural Issues Associated with Each Target Market Segment
Conclusion
References
Marketing Communication Campaigns: A Case Study of Food Waste
Introduction
It is estimated that if only a third of the wasted food was saved, it would be more than sufficient to feed 3 billion of the world’s population The amount of edible food saved from the normal food wastage could still be sufficient for each country to make available for their population by providing 130 percent of their dietary requirements (Stuart, 2009). According to a report by the FAO (2011), 30 percent of the total food produced for human consumption in the world ends up as waste. As a result, considerable amounts of greenhouse gasses are produced. What is more, there are heavy losses on the factors of production including land, manpower, seeds and fertilizers used in producing these foods (FAO, 2011).Campaigns on how to utilize leftover foods by providing kitchen consumers with new recipes have proven to very effective in recycling food rather than throwing it away. The awareness campaign has worked well with the high-income earners where the issue of food wastage is high, the low-income earners who have barely enough to eat and the food retailers who hold more than enough for fear of stock outs. Pressure by multi-organizational departments can put pressure on these stakeholders to embrace mechanisms to avoid food wastage.
Summary of Each Campaign Including Cultural Context
This paper focuses on two main communication campaign channels that are used in society; audiovisuals advertisements and social media platforms. The medium of communication used should be one that reaches a broader audience while at the same time enhancing feedback to evaluate the effectiveness of the communication campaign used. An existence of two classes of the social class in Australia leads to the adoption of the social media as a standard communication medium. The social media encourages informal interaction of individuals irrespective of their social affiliation. (Picard, 2015)
Communication Objectives
The primary purpose of the project is the reduction of food wastage, and thus the communication campaigns undertaken should be effective in delivering the desired results of the campaign. The campaign objectives of this project are tailored to addressing the gap that exists between what the consumers perceive to be right and what is factual on the issue of food wastage according to the experts (Pearsons et al., 2013). One of the false perception that is dominant among 75% Australians is that in their country, most of their countrymen and women are financially stable hence there is no possibility that anyone in the country could go without food. It sounds like a fallacy because two million Australians reported that in 2011, they went hungry severally and were not in …
