B Corp Certified Company | For organisations that care about people and planet | Cape Town & London
B Corp Certified Company | For organisations that care about people and planet | Cape Town & London
Project Overview
TEA partnered with the Consumer Goods Council of South Africa (CGCSA) to deliver the End Food Waste ZA campaign. We developed the full brand identity, built the campaign website at foodwaste.cgcsa.co.za, and ran a high-performance paid digital marketing campaign that reached over 3.1 million accounts on a R110k budget.
Client
Industry
Project
Project URL
Services
South Africa wastes approximately R161 billion in food annually – nearly a third of all food produced. The End Food Waste ZA campaign, a South African Food Loss and Waste Initiative (SA FLWI) led by the CGCSA, needed to shift consumer behaviour at scale. The challenge was turning a complex, guilt-laden topic into something people would actually engage with – and act on.
We flipped the script. Instead of leading with environmental guilt, we reframed food waste as a personal financial opportunity: Reduce your food waste and save up to R1,200 per month. This positive psychology approach – focusing on personal benefit rather than environmental shame – became the campaign core message, driving engagement rates more than double the industry average.
TEA delivered end-to-end: full brand identity, a purpose-built campaign website at foodwaste.cgcsa.co.za, and a high-performance paid digital marketing campaign. The website included a meal planning template, leftover recipe guides, a food waste quiz, a fridge detective checklist, a wordsearch game, Instagram feed integration, newsletter signup, and a blog section. Every element was designed to move visitors from awareness to action.
With a R110k total ad spend, the campaign reached 3,126,624 accounts and generated 7,414,889 impressions. The 2.06% click-through rate was more than double the 0.9-1% industry average, delivering 152,499 clicks versus a benchmark of ~27,500. Total page engagements reached 497,292 against an industry average of ~73,000. The Facebook CPM of R14.84 was a fraction of the R40-R70 industry standard.
In 2025, The Ethical Agency (TEA) partnered with the Climate Bonds Initiative (CBI) to produce a three-part animated video series explaining the…
In 2024, The Ethical Agency (TEA) partnered with the Centre for Environmental Rights (CER) to design an abridged expert report and develop…
In 2025, The Ethical Agency designed and built an interactive annual report for B Lab Africa – the organisation behind B Corp…
In 2025, The Ethical Agency partnered with the United Nations Economic Commission for Africa (UNECA) to design and produce a landmark 62-page…
In 2025, the World Bank commissioned The Ethical Agency to design the publication for Waste Management in the Middle East and North…
In 2024, The Ethical Agency partnered with the International Budget Partnership to design a landmark public procurement toolkit: a professionally designed PDF…
Sustainable Seas Trust (SST) is a science-based organisation dedicated to protecting Africa’s seas and enabling its blue economy – connecting communities, researchers,…
In 2025, The Ethical Agency (TEA) partnered with Home in the Village to build a brand identity and dual-sided property platform connecting…
The National Business Initiative is a coalition of South African and multinational companies that drive responsible business practices. TEA refreshed their brand…
The Climate Impact Foundation briefed TEA to rebuild their brand identity from the ground up. New logo. Extensive brand guidelines. Key messaging…
In 2024, The Ethical Agency was commissioned to design and develop a national WordPress Website for Circular South Africa (CSA) to accelerate…
Lancet Laboratories – one of Africa’s leading pathology groups – brought TEA in to refresh their corporate identity. New brand guidelines. Marketing…
In 2024, The Ethical Agency (TEA) partnered with the African Circular Economy Network (ACEN) to design and develop a high-performance, low-carbon digital…
We are delighted to be five-star rated on Google.
End Food Waste ZA is a South African Food Loss and Waste Initiative (SA FLWI) led by the Consumer Goods Council of South Africa (CGCSA). The campaign aimed to reduce food waste at the consumer level by shifting behaviour through education, practical tools, and targeted digital marketing.
TEA delivered a complete brand identity, a purpose-built campaign website at foodwaste.cgcsa.co.za, graphic design, and a full paid digital marketing campaign across social media platforms.
Instead of leading with environmental messaging, we reframed food waste around personal financial savings of up to R1,200 per month. This positive psychology approach drove engagement rates more than double the industry average.
The website included a meal planning template, leftover recipe guides, a food waste quiz, a fridge detective checklist, a wordsearch game, Instagram feed integration, a newsletter signup, and a blog section.
The campaign reached over 3.1 million accounts with 7.4 million impressions, a 2.06% CTR (vs 0.9-1% industry average), 152,499 clicks, and 497,292 engagements on a R110k total ad spend. The Facebook CPM of R14.84 was 3-5x lower than the R40-70 industry standard.
The Consumer Goods Council of South Africa (CGCSA), through their SA FLWI (South African Food Loss and Waste Initiative) programme.
The campaign ran in 2025.
The campaign significantly outperformed benchmarks - CTR was 2x the industry average, total clicks were approximately 5.5x higher, engagements approximately 6.8x higher, and CPM was 3-5x lower than industry standard.
Yes - the campaign website is live at foodwaste.cgcsa.co.za and features all the behaviour-change tools built as part of the project.
Wait, you mean you haven’t contacted us already?
Let’s fix that!
Feel free to reach out to us by filling out the form below. We’re here to help and will get back to you as soon as possible!
