Less Waste, More
Taste Campaign
DESIGN RESEARCH + STRATEGY
There is a lack of effective systems in place for managing food waste within the home, making it difficult for people to take meaningful action. Without the proper guidance and education, households have become one of the largest contributors to food waste in landfills.
“Less Waste, More Taste” is a design campaign that raises awareness about food waste and prevention, providing households with tools and actionable tips to decrease waste.
There is a lack of effective systems in place for managing food waste within the home, making it difficult for people to take meaningful action. Without the proper guidance and education, households have become one of the largest contributors to food waste in landfills.
“Less Waste, More Taste” is a design campaign that raises awareness about food waste and prevention, providing households with tools and actionable tips to decrease waste.
FALL 2024
SECONDARY RESEARCH
Problem Space
Problem Space
According to RTS (Recycle Track Systems), in the United States, approximately 60 million tons of food is wasted each year – nearly 30-40% of the entire US food supply. The largest contributor of that waste being American homes (43%). This waste is driven by overconsumption, poor storage habits, and widespread confusion over expiration labels, which causes up to 80% of still-edible food to be discarded. These trends reveal behavioral and systemic inefficiencies in how food is managed and consumed across the country.
“Food Waste in America in 2025"
According to RTS (Recycle Track Systems), in the United States, approximately 60 million tons of food is wasted each year – nearly 30-40% of the entire US food supply. The largest contributor of that waste being American homes (43%). This waste is driven by overconsumption, poor storage habits, and widespread confusion over expiration labels, which causes up to 80% of still-edible food to be discarded. These trends reveal behavioral and systemic inefficiencies in how food is managed and consumed across the country.
“Food Waste in America in 2025"
43%Average family households
40%Grocery stores, restaurants, etc.
16% Farms, production & agriculture
02%
Manufacturing & transportation
SOURCE: FOOD WASTE IN AMERICA 2025
Journey Map
Journey Map
KEY OPPORTUNITY –
How might we improve access to inform-ation and address gaps in knowledge about food waste and waste prevention efforts?
How might we improve access to inform-ation and address gaps in knowledge about food waste and waste prevention efforts?
KEY OPPORTUNITY –
How might we design a campaign that is educational, friendly, and motivational to boost knowledge of food waste?
How might we design a campaign that is educational, friendly, and motivational to boost knowledge of food waste?
KEY OPPORTUNITY –
How might we influence food storage behaviors to help people keep their produce fresh and reduce fridge clutter?
How might we influence food storage behaviors to help people keep their produce fresh and reduce fridge clutter?
KEY OPPORTUNITY –
How might we educate people about better meal planning strategies to help use their food more effectively?
How might we educate people about better meal planning strategies to help use their food more effectively?
Format Proposal
Format Proposal
“Less Waste, More Taste” is a multi-channel campaign aimed at helping people reduce their personal food waste. It promotes effective meal planning strategies, proper storage techniques, and overall education with a positive, hopeful tone. The primary platform will be a social media, where users sign-up to receive branded touch points designed for home use to help reduce food waste.
TOUCHPOINTS:
Campaign Branding
Social Media (Instagram)
Reusable bags
Fridge Magnets
Portion Planner
“Less Waste, More Taste” is a multi-channel campaign aimed at helping people reduce their personal food waste. It promotes effective meal planning strategies, proper storage techniques, and overall education with a positive, hopeful tone. The primary platform will be a social media, where users sign-up to receive branded touch points designed for home use to help reduce food waste.
TOUCHPOINTS:
Campaign Branding
Social Media (Instagram)
Reusable bags
Fridge Magnets
Portion Planner
DESIGN CRITERIA
FRIENDLY & DIGESTIBLE
Present information in a clear, concise format that is easy to absorb and understand at first glance. Ensure the design feels welcoming and non-judgmental. No guilt-tripping!
FRIENDLY & DIGESTIBLE
Present information in a clear, concise format that is easy to absorb and understand at first glance. Ensure the design feels welcoming and non-judgmental. No guilt-tripping!
ACTIONABLE & INCLUSIVE
Provide practical tips and align solutions with the common consumer experiences to ensure relevance and usability across different home sizes and lifestyles.
ACTIONABLE & INCLUSIVE
Provide practical tips and align solutions with the common consumer experiences to ensure relevance and usability across different home sizes and lifestyles.
BEHAVIORAL MOTIVATION
Inspire and encourage users to make simple, impactful changes to reduce waste. Must feel like a natural integration into their everyday life and will not build recurring habits.
BEHAVIORAL MOTIVATION
Inspire and encourage users to make simple, impactful changes to reduce waste. Must feel like a natural integration into their everyday life and will not build recurring habits.
CONTENT FOCUS
VISUAL GUIDES
Fun illustrations that help simplify complex information in a friendly way. Utilizing bright colors will help catch eyes.
VISUAL GUIDES
Fun illustrations that help simplify complex information in a friendly way. Utilizing bright colors will help catch eyes.
QUICK TIPS & TRICKS
Easy to follow guidance for reducing food waste, specifically focusing on meal planning, storage tips, shopping, and portion planning.
QUICK TIPS & TRICKS
Easy to follow guidance for reducing food waste, specifically focusing on meal planning, storage tips, shopping, and portion planning.
BEHAVIOR CUES
Positive reinforcement and motivational language that makes the audience feel good and encourages lasting changes.
BEHAVIOR CUES
Positive reinforcement and motivational language that makes the audience feel good and encourages lasting changes.
Discovery Methods
Discovery Methods
IN-DEPTH INTERVIEWS
This research fostered an understanding of the general knowledge surrounding food waste and the common experiences and challenges.
5 interviews • 77 online survey responses
This research fostered an understanding of the general knowledge surrounding food waste and the common experiences and challenges.
5 interviews • 77 online survey responses
EXPERT INTERVIEWS
Interviews with industry adjacent professionals to learn how to encourage engagement with Cincinnati locals.
Freestore Foodbank • Cincinnati Reuse & Recycle Hub
Interviews with industry adjacent professionals to learn how to encourage engagement with Cincinnati locals.
Freestore Foodbank • Cincinnati Reuse & Recycle Hub
Experiment Methods
Experiment Methods
BUILD YOUR OWN CAMPAIGN TESTING
Testers created their ideal campaign by selecting their preferred visuals, touch points, and messaging. Through this card sorting activity, key preferences and priorities were identified, shaping a targeted and more effective food waste campaign.
Testing with 10+ individuals
Testers created their ideal campaign by selecting their preferred visuals, touch points, and messaging. Through this card sorting activity, key preferences and priorities were identified, shaping a targeted and more effective food waste campaign.
Testing with 10+ individuals
Evaluative Methods
Evaluative Methods
PROTOTYPE TESTING
Developed physical prototypes of the designs to provide testers with a tangible sense of the look and feel of the campaign, then evaluated their feedback to identify the most impactful designs.
Testing with 10+ individuals
Developed physical prototypes of the designs to provide testers with a tangible sense of the look and feel of the campaign, then evaluated their feedback to identify the most impactful designs.
Testing with 10+ individuals
Primary Research Insights
Primary Research Insights
INSIGHT 1
There are general misconceptions and lack of awareness surround food waste prevention.
INSIGHT 1
There are general misconceptions and lack of awareness surround food waste prevention.
INSIGHT 2
Messy fridges, storage techniques and meal planning commonly lead to excess food waste.
INSIGHT 2
Messy fridges, storage techniques and meal planning commonly lead to excess food waste.
INSIGHT 3
To promote engagement, campaigns need to have friendly and concise messaging.
INSIGHT 3
To promote engagement, campaigns need to have friendly and concise messaging.
INSIGHT 4
Testers favored large, bold and colorful styles that created a feeling of food and freshness.
INSIGHT 4
Testers favored large, bold and colorful styles that created a feeling of food and freshness.
INSIGHT 5
Illustrations need to be simple but detailed enough to comprehend at a glance.
INSIGHT 5
Illustrations need to be simple but detailed enough to comprehend at a glance.
INSIGHT 6
Attention grabbing statements work best when paired alongside the illustrations
INSIGHT 6
Attention grabbing statements work best when paired alongside the illustrations
