Farmers Union launches new Tub-Aware initiative via Thinkerbell to help reduce Aussie food waste

In Australia, the majority of food waste comes from our homes, with every household spending between $2,000 and $2,500 on food that is wasted. Most of which is food that could have been eaten, or was intended to be eaten – such as leftovers.

Farmers Union Greek Style Yogurt’s new initiative ’tub-aware’ developed by Thinkerbell, aims to change this by reminding and inspiring people to re-use their empty tub to store leftovers and then to reinvent them into something delicious using their yogurt.

Says Nicole Alifragis, brand manager, Bega Group: “Farmers Union Greek Style Yogurt is the perfect balance of creaminess and tartness and truly goes with anything and makes everything taste better. A dollop of our delicious yogurt can breathe new life into last night’s dinner, saving those leftovers from ending up in the bin.”

Says Regina Stroombergen, head tinker at Thinkerbell: “Farmers Union’s 1kg tub makes the perfect container to store leftovers. It’s strong, stackable, easy to clean and just the right size. Given the current cost of living, reducing food waste is really important and just by adding Farmers Union yogurt you can easily make leftover roast lamb into souvlaki, potatoes into potato salad, stewed fruit into bircher and roast vegetables into soup. It’s the most versatile ingredient you can have in your fridge.”

The launch of Farmers Union’s ‘tub-aware’ pack follows its recent partnership with Saveful, a free app that helps Aussies get the most out of their weekly shop by providing recipe inspiration with what’s on hand. This partnership has enabled Saveful to continue to have a positive environmental impact, while helping consumers to save money, save food and save time. Farmers Union’s ‘tub-aware’ packaging is just the next stage in Farmers Union’s journey to help reduce food waste.

Farmers Union’s tub-aware packs will be available in Australian supermarkets until late September, and the initiative is rolling out across an integrated campaign including, partnership, social, influencer, OOH and in store activity.

Creative agency: Thinkerbell
Client: Bega Group
Media agency: Starcom