Cannes 2016: Low-waste marketing

Martha Stewart announced Martha & Marley Spoon, a food-kit delivery company, to compete with Blue Apron, Plated, Munchery, and other similar services. The new service, like these startups, will save consumers time and offer convenience, but Stewart has a unique proposition: Her service will reduce food waste.

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 that US supermarkets were overstocked. She was speaking to an audience at Cannes Lions. She said, “I heard a new statistic. 40% of the food they sell every week gets thrown out because it is wasted.” Food kits eliminate waste because I, as the maker of food kits, will know what I need to order next week.

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.

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