OzHarvest наняла агентство Manifest для запуска кампании по борьбе с пищевыми отходами среди поколения Z

OzHarvest appoints Manifest as creative agency for new consumer food waste campaign OzHarvest has appointed Manifest as its creative agency of record to develop a national campaign addressing confusion around food date labels among Gen Z Australians. The brief responds to a well-documented problem. Australian households waste $1,500 worth of good food every year, and under-35 households are the worst offenders throwing out 113kg annually, as much as 71% more than older generations. The findings come from OzHarvest’s Half Eaten: Australian Household Food Waste Research Report 2025, a survey of more than 3,000 Australian households published in August 2025. The same research found that 58% of high-wasting households are wasting food due to date label confusion.re wasting food due to date label confusion. Manifest’s task is to create a concept that inspires and educates a Gen Z audience to think twice before wasting food due to a date label in a way that stands out from traditional public health messaging. Fiona Nearn, National Brand and Communications Lead at OzHarvest, said the audience demanded a different kind of partner: “We knew from our Half Eaten report that tackling food waste with Gen Z was much needed. We were also very aware that this could not be a traditional campaign – it needed to be engaging and relevant to have any cut-through. Manifest’s culture-first approach, and the team’s willingness to get genuinely playful with a serious issue, is what convinced us. We wanted a partner who understands what it takes to create content that strikes a chord with the audience.” Says Isabel Thomson-Officer, Co-Founder and Managing Director at Manifest: “This brief has a real problem to solve. Younger Australians are often amongst the highest food wasters, and a big part of that comes down to a label they don’t trust and don’t understand. What won us over was OzHarvest’s desire to ditch the guilt-trip messaging that’s dominated this space for years and back a genuinely culture-first approach instead – one that speaks to Gen Z on their terms. We build brands that try to shift culture; OzHarvest is trying to shift an entire generation’s habits around food. That’s a mission we can wholeheartedly get behind.” The OzHarvest appointment joins a fast-growing roster of brands Manifest works with across its Australian operations. Notable client appointments span the public, commercial and not-for-profit worlds, including the Victorian Department of Education, luxury hotel developers JHL Collection in Southeast Asia, virtual cycling platform Zwift, as well as purpose-led community organisations like Neighbourhood Watch Victoria. The campaign is part of OzHarvest’s efforts to tackle Australia’s food waste, with a focus on consumer campaigns. It is expected to be in market from the end of July with a multi-channel campaign. Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine. #More Creative News #No paywalls #No annual membership fees Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel