About 40% of food produced in the U.S. goes to waste. Morton Salt wants to make food waste disappear with its new “Erase Food Waste” campaign developed to help educate consumers about the issue and create opportunities for broad-scale change.
Morton Salt’s “Erase Food Waste” campaign kicks off with a thought-provoking video series produced in collaboration with Oscar-nominated director Bryan Buckley. The videos will run on digital and social platforms during the holiday season, when significantly more food waste occurs.
“We want to change the way people think about food because Morton Salt believes food should be treasured, not trashed,” said Denise Lauer, Chief Marketing Officer, Morton Salt, Inc. “The social, economic and environmental impact of food waste makes us salty, and our journey to reduce it starts today.”
“Erase Food Waste” is an integrated campaign that includes film, digital and social media, out-of-home advertising, chef and influencer partnerships, and educational tools.
At the center of the campaign is the “Questions” video series, which unwraps the reality of the food waste epidemic through biting social commentary. The goal of the series is to challenge viewers to change the conversation about food and question the behaviors that lead to food waste at home, dining out or when shopping. The videos feature tongue-in-cheek scenarios that pivot to a powerful ending and invite viewers to join the movement to #EraseFoodWaste.
The “Erase Food Waste” campaign will be bolstered with online and social activations featuring Chicago-based chef, restauranteur and “Top Chef” and “Iron Chef” winner Stephanie Izard.
Izard joined forces with Morton Salt to create recipes and simple tips that every home cook can adopt to do their part to erase food waste. Her quick and easy every day tips will appear in social media and on MortonSalt.com.
“We need to take the issue of food waste seriously, which has always been a passion of mine as a chef and business owner,” said Izard. “A few small changes can significantly reduce the amount of food we toss out, from planning out meals, to reimagining leftovers, to using every part of an ingredient.”
A Seasoned Leader
“Erase Food Waste” is the latest campaign for “Walk Her Walk,” Morton Salt’s brand promise to make a real, tangible difference in the world. “Walk Her Walk” is inspired by the Morton Salt Girl, whose iconic image and unstoppable spirit will be harnessed to help spread the “Erase Food Waste” movement.
To launch its long-term commitment to reduce food waste, the salt trail that has poured from the Morton Salt Girl’s canister over the past century will symbolically disappear temporarily in digital and social media for the start of the campaign, including out-of-home advertising in Chicago, New York City, and San Francisco.
In addition, Morton aims to eliminate food waste at its offices and operations by 2030. This target will be driven by a variety of strategies and initiatives including efficiencies that reduce waste salt in Morton Salt’s production processes, investments in infrastructure at the company’s facilities, and reuse/recycle efforts throughout the organization.
Morton will also work with consumers, communities, business partners, trade associations, non-profit organizations and other engaged stakeholders to identify ways to create collective action to fight food waste in an effort to address hunger in our communities and protect our planet.
In 2017, Morton Salt donated more than 500,000 pounds of food grade products to Feeding America and other reuse organizations as part of its commitment.
Morton is also encouraging consumers to visit MortonSalt.com/WalkHerWalk to take the Erase Food Waste Challenge, using Morton Salt’s tips and recipes to take a bite out of food waste.
“For nearly 170 years, Morton Salt has elevated flavors in food and empowered consumers to make the most of every meal,” Lauer said. “That’s why we want to continue to challenge ourselves and others to be more mindful when it comes to food. The launch of the ‘Erase Food Waste’ campaign is the first step in our journey to help change the conversation from food waste to food worth.”