States of Guernsey

The brief
We were approached by Guernsey Waste to produce their annual Love Food Hate Waste Calendar. Each year, the calendar offers 12 delicious and clever recipes to inspire a more cost-effective way of living.

Shockingly, the average Guernsey family spends more than £600 a month on shopping for food and drink, much of which gets thrown away. The Love Food Hate Waste calendar encourages cutting down on food waste and making conscious choices with leftovers, potentially saving families more than £800 in 2021.

The process/strategy
In the spirit of #GuernseyTogether we teamed up with local chefs, local artists and local printers to make this a 100% local project for islanders to enjoy for free.

The calendar went live in December, launching across local supermarkets including The Cooperative, Marks and Spencer, Food Halls and Waitrose.

We were very fortunate to work with some incredible local talent on this project. Project-managed and art directed by Oi, Tiffany Anna curated the food photography images over a two-day shoot at the Peninsula Hotel.

Recipes were donated by some of the Island’s leading chefs, for whom the annual calendar has become a significant date in the working diary. It’s a great opportunity for restaurants to showcase their talents, and be a part of a wider move towards behavioural change in Islanders’ food waste habits.

The excellent standard of food made designing the calendar a joy, working closely with local paper artist Eleanor Atkinson, to bring the ingredients to life. She created over 16 paper designs that later became features on the cover and throughout the calendar. Our designers linked the paper illustrations to the ingredients in each recipe and gave them a specific colour scheme to make each month’s recipe bright, bold and brilliantly unique.

The results
Five thousand calendars were printed, and all snapped up. The campaign was so successful, we’ve since produced a new calendar for their 2022 campaign with another print run of five thousand, and Guernsey Waste intends to continue to roll them out annually.

Tina Norman-Ross, Recycling Officer for Guernsey Waste said,

“We all think this is looking really fantastic and I reckon it’s the best so far so thank you all for your efforts.”

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