Case Study: WRAP boosts food waste recycling in Wales with Radley Yeldar

WRAP boosts recycling behaviour by 57% with Radley Yeldar

The customer WRAP faced a challenge in Wales where, despite high overall recycling rates, food waste recycling was lagging behind. They partnered with the vendor Radley Yeldar to create a campaign that would drive recycling efforts and cut food waste.

Radley Yeldar implemented a behavioral science-informed campaign called "Be Mighty. Recycle." which used creative characters and messaging focused on the value of food. The solution was a resounding success, with 57% of the Welsh citizens who saw the campaign changing their behavior. Nearly half reduced their food waste, and over half felt more motivated to recycle better, demonstrating the powerful impact of the vendor's work.

WRAP