Client: Avery Dennison
Globally, grocery retailers are fighting for margin in the toughest trading environment in years. Yet billions in value continues to be written off through food waste because the true cost remains invisible. Avery Dennison’s Making the Invisible Visible report turned that blind spot into a $540bn commercial wake-up call. Built on robust economic modelling and deep supply chain analysis, the campaign translated complex, fragmented data into a single, undeniable commercial truth. Backed by industry leaders including Paul Polman, it didn’t just raise awareness, it drove action. Brands2Life exceeded coverage targets by 900% with 187 articles, reached 96% of priority accounts including the world’s largest FMCGs (confidential), and generated over 600 report downloads at an 8% conversion rate, significantly above industry benchmarks (2 – 5%). Crucially, we moved food waste out of sustainability reports and into the boardroom, placing it firmly on the agenda of those with the power to act. This shift is already translating into real-world adoption. With leading global retailers, including Walmart and Kroger, deploying Avery Dennison’s food waste tech and solutions, our campaign proved that waste on shelf could be reduced by improving inventory visibility.
