Annabel Begeng, Senior Creative/Copywriter, and Lily Lazzarotti, Senior Art Director at Johannes Leonardo NY, took out the 2025 Young Lions Australia PR competition with an idea that stood out for its cultural relevance, simplicity and strategic clarity.
The brief centred on Saveful, a free app designed to help Australians save money, reduce food waste and simplify mealtimes. The challenge for PR entrants was to make Saveful feel like a credible, everyday habit for families and young adults — encouraging people to cook with what’s already in their fridge and pantry, and to make that behaviour second nature.
In short: do for meal planning what Garmin did for fitness.
Entrants were given a key insight: while Australians want to make smarter food choices to save money, many feel overwhelmed by budgeting and meal planning, and consistently underestimate how much food they throw away. Saveful’s opportunity was to remove that friction, offering a simple, practical solution that builds confidence by turning what’s already in the fridge, freezer or pantry into appealing, no-waste meals. A chef in your pocket.
Annabel and Lily’s winning idea, “The Helpful Hot Potato,” brought that thinking to life in a way only PR could.
By remixing a much-loved Wiggles tune into an endless stream of dinner inspiration, the idea tapped into cultural familiarity to solve one of Australia’s most persistent daily questions: what’s for dinner?
The result was an idea that didn’t just communicate Saveful’s purpose, it embedded the brand into everyday life in a way that felt useful, memorable and genuinely helpful.
Hear from Annabel and Lily below.
WATCH VIDEO.
Young Lions 2026 registrations close Feb 5. More here.