Copywriting Against Food Waste
While in Norway recently, I used my copywriting skills to help Ålesund's excellent Quality Hotel Waterfront fight food waste in its restaurant. My challenge began when we sat down to the hotel's delicious buffet breakfast and watched uneaten platefuls of food being wasted.
Speaking to hotel management, I suggested a simple notice to encourage guests to waste less. The idea went down well with the hotel's Karoline Thorstensen (seen below with the author). Mrs H and I were given free-run of the hotel bar while I wrote…
The finished text had to be in Norwegian, German and English. I developed a copy concept that wouldn’t appear dictatorial, but would emphasise the benefit of enjoying as much as you want while gently reminding about waste. After minor translation and localisation by Karoline's German mother, the message was on display in time for breakfast the next morning.
Will my work help reduce waste? I hope so, and so does Karoline and the rest of the hotel’s team. We’ll see.