The Dutch throw away food worth €2.5bn a year and now a campaign has been launched to try to reduce this.

The television advert features snippets of other television advertising cut together to deliver a no-waste message.

The campaign has been launched by the Sire advertising group – advertising companies and agencies who pool their resources and develop campaigns aimed at tackling problems in society.

The campaign includes a website – Kliekipedia.nl – which offers tips and recipes to cut food waste. Kliek means left-overs in Dutch.

According to environmental group Milieu Centraal, the Dutch throw away 14% of the food they buy with young people, singles and young families creating the most food waste. Almost 90% of food waste ends up in ordinary household waste and is burned in incinerators.

The campaign includes five tips for reducing food waste:

• Keep food properly. Tomatoes for example, keep longer outside the fridge
• Use left-overs to make new dishes
• Don’t worry too much about sell-by dates
• Don’t cook more than you need
• Make a shopping list