The campaign stems from research from OzHarvest’s Household Food Waste report which shows Gen Z waste 70% more food than their parents and grandparents. Manifest was engaged to build the overall creative concept, with OzHarvest collaborating with Gen Z content creators on the social-led peer-to-peer education campaign. Says Monique Llewellyn, OzHarvest National Campaign Manager: “After seeing the results from our household research, we knew we had to do something different to create impact with this demographic. This is our first Gen Z focused campaign using culturally relevant formats, media and language! Food waste is a huge national issue, and we want Gen Z to realise they’re part of the solution by giving them confidence, in a fun and entertaining way to ‘vibe check’ food on or past the best before date.”