We worked with WRAP to produce a video that helps people understand “Best Before” dates and how small changes can make food go further. Filmed in a real home and on location at Sainsbury’s, this campaign shows how the right story can shift everyday behaviour.

WRAP is a global climate action NGO leading the charge to reduce waste and promote sustainability. Their Love Food Hate Waste campaign helps households across the UK cut down on food waste. It’s good for the planet and good for the wallet.

WRAP needed a video that could do something difficult: take a complex subject (food labelling, storage, and waste) and make it clear, relatable, and human. The focus? “Best Before” dates, and how understanding them can reduce unnecessary waste.

The challenge was to turn an educational topic into something engaging enough for the general public to care about. WRAP wanted to explain the difference between “Best Before” and “Use By” dates, highlight practical food-saving tips, and inspire change. All done without sounding like a lecture.

That’s where WIDEO.co.uk came in. We were brought on to manage, direct, film, and oversee post-production, helping WRAP refine their key message into one clear and motivating call to action.

We started with conversation. Working closely with WRAP’s communications and brand teams, we unpicked the long list of messages they wanted to deliver and focused on the one they needed to:
You can reduce food waste by understanding and using “Best Before” dates more wisely.

To help tell the story, we brought in Tom Idle from Narrative Matters. Tom is a seasoned sustainability journalist and interviewer. After a detailed brief from WIDEO.co.uk, Tom conducted the interviews, helping contributors speak naturally and confidently.

We filmed on location in a customer’s kitchen and at Sainsbury’s in London. Then, we worked with WRAP’s brand department to create clean, accessible graphics, which we animated to bring the educational elements to life.

The result is a short, story-led explainer that feels human and purposeful. By combining warm interviews, simple visuals, and expert direction, WRAP’s “Best Before” video gives the audience something to remember and something to do right now to make a difference.