Communicating for Impact category
2022 AWARD FINALIST
Sponsored by Federation
Citizen and BurgerFuel, in partnership with WITHWILD and the Fiordland Wapiti Foundation, created a burger and cola campaign designed to challenge perceptions around food waste, while helping to conserve the Fiordland National Park.
This limited time offer had clearly defined rescue and upcycling goals for the core burger and cola ingredients. They included Central Otago cherries and Pukekohe carrots that would have gone to waste, as well as Fiordland Wapiti (deer) that is culled and often not recovered.
The campaign donated $30,000 to the Fiordland Wapiti Foundation to invest in conservation work within the Nitz Valley, Fiordland National Park. The funds covered installation of stoat traps, cameras to track ecosystem impact, and monitoring surveys of possum, kiwi and kea.
The campaign ran from 13 July to 5 September 2022. It aimed to sell 30,000 ‘Wild Heart’ burgers and 20,000 cans of Citizen Rescued Cherry Cola. This will enable the rescue and upcycling of 4.3 tonnes of Fiordland Wapiti venison, 300kg of broken Pukekohe carrots and 620,000 wonky Central Otago cherries, as well as raising $30,000 for Fiordland conservation.