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Reduce Reuse Rebrand: Leeds agency rebrands top food recycler

Propaganda brand consultancy has delivered a brand refresh for ReFood, the UK’s leading food waste recycler, in response to challenging market dynamics and increased competition.

Propaganda has worked with ReFood for over 10 years, having created the UK launch and brand strategy back in 2013. The evolved repositioning focuses on ReFood’s pivotal role within the renewable energy sector and communicating how food waste is a sustainable energy solution – a message no other anaerobic digestion food waste business truly owns.

The new strapline ‘ReEnergising Britain’ encapsulates ReFood’s significance in not simply collecting food waste for recycling, but uniting communities and businesses in driving towards more sustainable solutions.

ReFood collects commercial food waste and transforms the waste into renewable energy and biofertilsers through the process of anaerobic digestion. The clean energy produced then goes to supply the National Grid, while the nutrient-rich biofertilisers are used in agriculture, creating a unique closed-loop system.

Over recent years, the food waste recycling sector has evolved exponentially, driven by a wide range of factors – COVID, the energy crisis, inflationary pressures, and most recently food waste legislation. Propaganda undertook a brand health audit for ReFood, providing the insight and strategic direction needed to evolve, strengthen its position, and retain its competitive advantage.

Tom Fowler, planning director at Propaganda, said: “Having developed ReFood’s brand strategy in 2013, our challenge was to evolve this in a way that felt true to their original proposition whilst acknowledging the new role that ReFood plays in the renewable energy industry. This bold re-articulation communicates the substantial value that ReFood offers businesses – not only aligning with ESG initiatives and promoting carbon reduction, but quite literally powering the nation and the many businesses within it.”

The brand positioning is supported by a complete brand refresh across the marketing mix encompassing its digital estate, sales materials, OOH advertising and a new brand film. The evolved brand identity and messaging will be part of a campaign running later this year.

Philip Simpson, commercial director at SARIA Group (ReFood’s parent company), said: “Propaganda’s strategy for ReFood provided the business with a coherent and highly original approach to the market which has proven successful over the past decade. We look-forward to accelerating our position and are confident that the repositioning will support our plans for continued growth and success.”

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