Campaigns and new ventures at Cannes appeal to consumers’ desire to combat waste.

Martha Stewart has announced Martha & Marley Spoon, a new food-kit delivery service to compete with the likes of Plated, Munchery and Blue Apron. Like these startups, the new service will offer consumers convenience and save time, but Stewart also has a novel proposition: her service will help reduce waste from uneaten food.

Speaking to the Innovation Group, Stewart said the new venture would emphasize an anti-waste approach in its marketing. “People can’t stand to waste food,” she said. Martha & Marley Spoon is “really going against the supermarket, more than going against restaurants.”

Marley Spoon_Lamb and Spicy Sweet Potatoes
Lamb and Spicy Sweet Potatoes recipe from Marley Spoon
Marley Spoon_Broccoli Coconut Soup with Spinach and Shallots
Broccoli Coconut Soup with Spinach and Shallots recipe from Marley Spoon

US supermarkets are overstocked, Stewart told an audience at Cannes Lions this week. “I just heard the new statistic: 40% of what they put out every week is thrown away because it’s wasted,” she said. “Food kits eliminate all waste, because [as] the food kit maker, I’ll know this week what I have to order for next week … You don’t waste anything and I don’t waste anything.”

Stewart also said that Martha & Marley Spoon could take advantage of the vast library of recipes in her archives (which she called a “Marthapedia”), helping to keep the menus fresh indefinitely. “We have a lot of things up our sleeves: interactives with our products, kitchen products that no one else has … I think it’s going to be an innovative and very productive partnership,” she said.

The issue of food waste was also raised by a Grand Prix-winning campaign at Cannes Lions. Colenso BBDO created “Brewtroleum” for the New Zealand beer brand DB Export, creating an 98 octane fuel using leftover ingredients from the brewing process, which was then distributed at filling stations. The campaign positioned DB Export as the beer of choice for “eco-conscious Kiwis,” taking home the top prize in the Outdoor category.

For more on emerging consumer attitudes around food waste, see our Food + Drink trend report.