Spare Harvest campaign

The challenge

Consumerism has driven record high waste levels in our community. It’s Spare Harvest’s vision and mission to engage communites to reduce this.

Spare Harvest is a movement of like-minded people who relish and practice the value of living more sustainably. This can be anything like connecting together to source eggs from the backyard down the road, buying vegies from the next suburb or sharing gardening equipment with neighbours. What Spare Harvest, and its community have in common, is a passion to reduce the world’s consumerism and wastage by connecting together. Whether it’s to share, swap, sell, and source food and garden items which are spare, they can all do it easily using the online Spare Harvest marketplace platform.

Spare Harvest engaged Leonards to give the business a new identity, brand story and website so the target audience and the business community saw it as a serious contender in the ‘war on waste’ and to boost use of its online marketplace.

The solution

The business only had a logo and an outdated website. Leonards developed a creative strategy, new brand story and visual identity that focussed on the power of the joy of sharing that went across all communication touchpoints. As Spare Harvest is a profit for purpose enterprise, the communication targeted both a business to consumer and business to business audience segments so a professionally friendly (yet earthy visual tone) was created to reflect the business’ core values.

The results

The new Spare Harvest brand story and website delivers on average 4600 engagements a month on the website via organic Google searches. It’s membership base also continues to grow with every connection helping reduce waste in the community.

Spare Harvest campaign

  • DATE:

    August 2019


    Advertising, Strategy & Research, Web Services

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