Stewart told the Innovation Group that the marketing of the new venture will be based on a zero-waste philosophy. She said that people “can’t stand to throw away food.” Martha & Marley Spoon “really goes against supermarkets, more than against restaurants.”
Stewart said Martha & Marley Spoon would be able to use the extensive library of recipes from her archives, which she called a “Marthapedia,” in order to keep their menus current. She said, “We’ve got a lot up our sleeves – interactives with products and kitchen products no one else offers… I believe it will be a very innovative partnership.”
A Grand Prix-winning Cannes Lions campaign also brought up the issue of food wastage. Colenso BBDO developed “BREWTROLEUM” for the New Zealand beer brand DB Export. The fuel was created using leftover ingredients in the brewing process and distributed to filling stations. The campaign positioned DB Export to be the beer of choice among “eco-conscious Kiwis” and won the Outdoor category.