This essay aims at studying how food waste is represented with the aim of influencing households to act against food waste in material from the Swedish Food Agency, the European Union and the United Nations. The material consists of images from marketing material which was published by the actors during the International Day of Awareness of Food Loss and Waste in 2023. For the theoretical framework, the representation theory by Stuart Hall and a limited research overview on social marketing for reducing food waste is used. A semiotic analysis is used as a method to identify signs in terms of image elements and graphic design choices, which helps distinguish the overall main message of each image. The result shows that usage of signs with positive connotations is used to represent food waste the most. Drawing upon insights from the research overview this can be seen as effective in influencing households to act and reduce food waste.