Moving food waste disposers from under the sink into hearts and minds

Household food waste may not sound like the most glamorous topic but, with consumers now increasingly aware of waste separation at home, it’s becoming an important part of daily life in the UK.

InSinkErator’s food waste disposers (FWDs) are easy-to-use, grinding waste into small particles that pass through your plumbing, with no emptying required and no nasty blades. But only 5% of UK households own one – compared to over 50% in the US, where they are part of everyday life.

To bolster InSinkErator’s position as category leader, we created a bold new strategic positioning rooted in simplicity. Our ‘It’s this easy’ campaign tackled common consumer myths head on and shifted away from the category norm of dry, technical messaging to position the FWD as a can’t-live-without lifestyle essential. This consumer-led strategy was all about bringing disposers out from under the sink and into mainstream consciousness.

Launching initially into the UK kitchen retail channel, the integrated campaign ran across social, digital, print and previewed at the KBB 2024 show, with bold bright colours and upbeat messaging to land the lifestyle benefits in a joyful, human way.