It Feels Good to Share
OLIO
Issue 56 | September 2020
Agency
Hell Yeah!
Creative Team
Creative Director Robert Cevera Creative Lead Dulcie Cowling
Production Team
Exec Producer Sam Ojari Animation Director Maisie Tuckett Music Benjamin Brannan Media buying Squadron Venture Media Production Studio Yes
Other Credits
Business Lead Josh Clarricoats Account Director Danny Murphy
Date
August 2020
Background
With Covid-19 there was an explosion in neighbourly sharing as more and more people realised that there was no reason to chuck away perfectly good food, or other household items. Going on TV was the next natural step for OLIO, a free food-sharing app, once it passed the milestone of two million OLIOers.
Idea
The integrated campaign aimed to make the most of the sense of community many have felt during the pandemic, showing how easy it is to reduce waste and share with neighbours.
The animated ad told the story of two neighbours. Meghan had unwanted food and wanted to clear space in her cupboards while Ella could make good use of her neighbour’s unwanted ingredients. Enter OLIO, a common-sense solution to throwing unwanted items in the bin. Indeed, ‘It feels good to share’.
Our Thoughts
There’s good and bad to this campaign. Good is that OLIO is growing. Now that two million people have downloaded the app they are actively looking for more. Not so good is that Wrap, the UK government’s waste advisory group, reported in late July that food waste had leapt by 30% with the easing of lockdown restrictions. This is disappointing, since the April and May figures were down. Clearly people are no longer worried about running out of food. So, at a time when this country, and every other first-world country, can ill afford to throw away £19 billion a year, it seems as if we are returning rapidly to the “old” normal.