The Can-paign: Lifting the lid on the benefits of tinned food

Amidst a news agenda dominated by both the climate and cost-of-living crises, Zero Waste Scotland championed a culinary revolution aiming to defy stereotypes and challenge misconceptions. The ‘CAN-paign’ emerged in a bid to make tinned food an aspirational, affordable, cool and sustainable choice.

Led by rising star, chef Julie Lin, the CAN-paign strategically utilised a multi-channel approach, combining PR, influencer engagement, and social media to redefine the narrative around tinned food. 

From an iconic Airstream trailer named 'Julie's Can-teen,' the campaign embarked on a roadshow activation, undertaking strategic sampling and influencer partnerships to reach thousands. Resonating first within four key Scottish cities it later amplified its impact at major music festivals, TRNSMT and Connect, where Julie was invited to headline their food and drink offering.

The CAN-paign’s performance was impressive - reaching 69.5 million, securing 58 pieces of coverage, 250,000 social media engagements, 214,000 completed video views and participation from 166 stakeholders. 

Importantly though, it moved the dial on behaviour change; seeing 55,000 consumers buying more tinned food in their weekly shop as a result of viewing it as a savvy choice that’s better for the planet.

The CAN-paign’s resounding impact defied conventional wisdom, challenging the notion that behaviour change is a slow burn, delivered over multiple years. The CAN-paign wasn't just transformative; it was a resounding declaration that tins had become a smart, sustainable, and stylish choice in today’s kitchen.