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Philadelphia says save bread with 'Love Your Ends' campaign

Philadelphia says save bread with 'Love Your Ends' campaign
Andy Marino
By Andy MarinoSep 06, 2021
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Following the hugely successful "Don’t Waste It, Taste It" campaign in 2020, Philadelphia is launching a second campaign to fight food waste: "Love Your Ends". This year the brand is going bigger and bolder, aiming to reach 84 per cent of UK millennials and raise awareness of the mission Philadelphia is on. Live now across social and digital channels, the new campaign is helping retailers encourage their shoppers to reduce waste.

Philadelphia promotion

Bread is the most wasted ingredient in the UK. Over the course of a year 1.2 billion end slices of bread are thrown away, and as the perfect creamy companion to bread, Philadelphia is challenging shopper behaviour to drive real change by showing consumers how they can #LoveTheirEnds. This will be achieved through raising awareness of the scale of the problem through crafted assets across Instagram, Facebook, YouTube and Video on Demand, including regionally-targeted ads highlighting the different words that different areas have for their ends, crusts, toppers, heels, knobbies or knockers. Philadelphia has also partnered with six well-known UK food influencers to provide recipe inspiration and encourage consumers to change their behaviour and #lovetheirends. The influencers’ video content is supported with media across social and digital.

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