Every week, Brits throw away 10% of their groceries. This food waste leaves a carbon footprint, of approximately 3.3 billion tons every year. Sainsbury’s is going to help their customers prevent food waste, starting with a slight change to their slogan to become "Live well with less." In this campaign, we'll take out 10% of the contents of every product within Sainsbury’s premium range “Taste the Difference”, keep the same prices and donate the 10% difference to Friends of the Earth. We’re taking 10% out of the product, and giving it back to nature.
Integrated advertisement created by Edinburgh Napier University, United Kingdom for Sainsbury's, within the category: Retail Services.