Secondbite rolls out national food rescue campaign via Collins + Partners and OMD

Secondbite, an organisation that rescues food and distributes it to charities around Australia, has launched its first ever national campaign in collaboration with Collins + Partners and OMD Melbourne.

Collins + Partners and OMD helped create and produce the campaign pro bono, raising awareness for food rescue to help Australians in need.

Secondbite has been in operation for 15 years and its major source of food is via a national partnership with Coles. In 2019, Secondbite delivered food for over 50m individual meals via 1,000 charities.

Chair Julian Martin said there’s no better time to launch a campaign to explain the brilliance of food rescue.

“We hope this awareness campaign will lead to more effective corporate, philanthropic and government partnerships,” he said.

“We aim to accelerate the development of an improved national system of quality food waste collection and distribution to people in need.

“The next few years will be especially tough for many Australians and we all need to gear up to support a growing number of people struggling to afford and access good food.

“We are incredibly indebted to the creative and media organisations who have created this campaign pro bono and donated such amazing media space.”

In launching the campaign, Secondbite revealed that 25% of the food produced in Australia is wasted, and 20% of Aussies experienced food insecurity in the past year.

The campaign aims to grow engagement with business and government, as well as the organisation’s donation base, since Secondbite gives 100% of its food away for free.

It is rolling out across television, radio, outdoor, press, digital and social channels.

Collins + Partners founder Simon Collins said the campaign presented a challenge of talking about wastefulness without sounding judgemental.

“I collaborated with Behaviour Change’s Paul Fishlock on this project. The biggest creative challenge we faced was how to talk about Australians being wasteful and Australians being hungry without sounding judgmental?” he said.

“Using toddlers spilling food solved this problem perfectly; even though they are wasting food we don’t blame them, and we know that their frustration isn’t serious.

“The use of the jigsaw is not just a neat mnemonic; it also reflects the cleverness of Secondbite’s methodology; the symbiotic relationship it creates between two negatives to deliver one positive – the way to end waste and end hunger.”

OMD Melbourne’s managing partner, Antonia Glezakos added: “As media agency for both Coles and Secondbite, we are delighted to come on board and support SecondBite in raising awareness of its work to solve both food insecurity and food waste.

“We would like to thank our media partners, as without their support this campaign would not be possible.”



Julian Martin and Belinda Rowe
Collins + Partners – Creative agency
Simon Collins – Creative Director, writer
Paul Fishlock – writer
Albert Jantong – Art Director
Steve Lund – TV Producer

OMD Australia – Media agency
Antonia Glezakos – Managing Partner
Carolyn McGookin – Business Director
Jade Ramsey – Trading Manager
Mira Strbac Low – Trader


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