CODA B is a not-for-profit environmental group interested in the effects that consumption and consumer behavior have on climate change. Consumer behavior relating to food waste has a significant negative impact. Buying less and shopping more often is one of the most effective methods to reduce waste. As such CODA B has launched #ShopSmallShopOften that highlights the above problem with possible solutions. Advertising material has been created in the form of a campaign website, an educational video, a mock-up billboard, and social media ads. The target audience has been identified as a socially conscious educated parent with concerns about future generations. A multifaceted campaign with alternative views has been created to appeal to the individual consumers.