Case Study

Inspiring Washington residents to save money and waste less food

CLIENT:

Washington State Department of Ecology

Overview

Use Food Well, a comprehensive behavior change campaign, raised awareness about the impacts of food waste and encouraged the adoption of small steps to cut down on food waste. The campaign included a new website, statewide advertising, earned media, and influencer partnerships.

SECTORS

Environment

SERVICES

Marketing and Communications
Creative Studio
Research and Insights

AREAS OF IMPACT

Behavior Change, Research & Analysis, Influencer Partnerships, Positive Environmental Impact

53M

impressions gathered statewide through paid and earned media

136,920

visits to English and Spanish campaign websites

31%

of survey respondents adopted new food waste reduction behaviors

The Situation

Washington residents and businesses were wasting too much food

And they had no idea about the economic and environmental impacts of this waste. The Washington State Department of Ecology hired PRR to develop a comprehensive behavior change campaign aimed at raising awareness about the impacts of food waste and encouraging residents to adopt small steps to cut down on food waste with residents and businesses.

‍

PRR started by using a variety of research tactics, including interviews with experts in the food waste reduction space, an audit of existing food waste reduction campaigns, a survey of 1,375 people, and a qualitative online panel of 600 people to help inform the development of our campaign and messaging. We conducted research in both English and Spanish. Research showed us that people were aware that they were wasting food but needed simple and easy tools and tips to help reduce their waste.

The Opportunity

An innovative, comprehensive approach to behavior change

Research showed us that when it came to food waste, most people were motivated by the cost savings, so we designed a campaign that led with the financial impact of wasting food and how simple changes could help save money. Messaging focused on making a plan, shopping smart, creative ways to use up food, and proper food storage.

‍

The Use Food Well campaign included a statewide approach: a website available in English and fully transcreated into Spanish, public relations efforts, and a digital advertising campaign. We also leaned heavily on partnerships to expand our reach and impact, partnering with Safeway, celebrity Chef Joel Gamoran, and Second Harvest to promote the program through social and earned media. Safeway also provided in-store signage, mentions in their circular to over 1 million homes, and ad space on radio spots running during Seattle Mariners games.

Use Food Well billboard reading Food Waste Can Cost Your Family $1,500 a Year with an illustrated plate, utensils, and money
Statewide advertising led with the financial cost of food waste
Two cooks in aprons preparing food on camera in a bright kitchen studio during a video shoot
On set with Chef Joel Gamoran for the campaign's video series
Red Use Food Well sign in a grocery store produce section reading Store smart! Knowing where food goes makes it last longer, with a QR code
Partnership with Safeway brought food storage tips into stores statewide

The Solution

Comprehensive marketing solutions drove behavior change

The Use Food Well statewide campaign prioritized paid and earned media, a project website, and partnerships. Ultimately, 31% of survey respondents reported adopting new food waste reduction behaviors after learning about the financial impact of food waste.

Defined the problem

Defined the problem and audience motivators through a mix of research strategies.

Developed the campaign

Found a message that resonated (save money by reducing food waste) and built a comprehensive statewide campaign that reached people through multiple strategies.

Launched and stayed fresh

Launched the campaign across the state, in English and Spanish, and stayed fresh through partnerships on social media and earned media.

Measured the impact

Conducted follow-up research to see how much we moved the needle. 31% of survey respondents reported adopting new food waste reduction strategies.

Results

Small changes, big results

The Use Food Well campaign launch was a huge success, with over 53 million impressions gathered statewide through paid and earned media. Website visits during the campaign achieved 110,956 page views to the English site and 25,964 page views to the Spanish site. Research conducted following the initial campaign launch showed true behavior change, with 31% of people reporting they had adopted new food waste reduction behaviors. The campaign won the prestigious Best of Show Silver Anvil Award from the Public Relations Society of America in May 2025.

Use Food Well campaign illustration of a hand holding a magnifying glass over a dish of dollar bills
Use Food Well campaign illustration of glowing groceries, a sandwich, watermelon, cheese and milk, on a refrigerator shelf
Use Food Well campaign illustration of a hand placing fresh produce into a shopping basket at a grocery store shelf
Use Food Well campaign illustration of a hand holding a phone showing the campaign site with the headline Avoca-dos and Avoca-don'ts
Use Food Well campaign illustration of labeled food storage containers, apple sauce, sauce, soup and salsa, with a sandwich
Use Food Well campaign illustration of an organized refrigerator interior with labeled sauces, condiments and produce
Use Food Well campaign illustration on a teal background of a game controller, guitar, boots, and travel and sports tickets floating above a pile of money
Use Food Well campaign illustration on a cream background of sports tickets, a game controller, cash, a travel ticket, boots and a guitar
Screenshot of the Use Food Well campaign website homepage headlined 'Food waste adds up. Know the cost.' with an illustrated plate, utensils, and money
Screenshot of the Use Food Well website business page headlined 'Businesses that reduce food waste save money' with an illustrated hand holding an apple among floating dollar bills
Screenshot of the Use Food Well website meal-planning page headlined 'Plan your meals to reduce waste' with shopping and meal-prep tip cards
Screenshot of the Use Food Well website recipes page headlined 'Creative recipes for your extra ingredients' with illustrated tomatoes
PRR is a trusted, mission-driven partner. Their work is defined by insight, collaboration, integrity, and a genuine desire to make life better.
Jade Monroe, Food Center Lead
Washington State Department of Ecology

Awards & Recognition

PRR and Washington State Department of Ecology team members accepting the PRSA Silver Anvil Best of Show award on stage
PRSA Silver Anvil Award: Best of Show
2025
Use Food Well received this national award, the highest honor given by the Public Relations Society of America.
PRR team members gathered in front of the PRSA Puget Sound Chapter backdrop at the Summit Awards ceremony.
PRSA Puget Sound Summit Award
2025
Regional recognition for the Use Food Well campaign from PRSA Puget Sound.

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