With its ‘Go Nature, Go Carton’ campaign, Tetra Pak wants to strengthen its carton position and promote carton as the packaging of the future.
Tetra Pak challenged UPR Agency to address various sustainability challenges and communicate about them (via its sustainability report, among others) towards B2B target groups, but also via tier 1 media to increase brand awareness in the Benelux market.
Tetra Pak also asked us to stimulate a positive attitude towards cardboard among key opinion leaders, key consumers, and key media. Tetra Pak wants to inspire them to participate in the sustainability conversation to influence public opinion. Among its other stakeholders (consumers, retailers, partners), Via the campaign, we had to try to gain understanding and support for its sustainability advocacy and to reinforce confidence that cardboard is a better alternative than other packaging.
We focused on raising awareness about Tetra Pak and its sustainability messages among B2B audiences with the launch of the GNGC campaign. We created a Belgian angle for the international campaign by conducting a national customer survey focused on carton packaging and sustainability. We used the results to create videos with Tetra Pak customers, who we selected in collaboration with Tetra Pak. These customers endorsed the campaign messages online via their and Tetra Pak’s social media. This created extra value for Tetra Pak since building and supporting customer relationships resulted in more partnerships concerning Tetra Pak’s carton packaging.
In the next step, we amplified the videos through a 360° media partnership with Mediafin. Since Tetra Pak’s target audience is the B2B market, we collaborated with Mediafin’s tier 1 media De Tijd and L’Echo, who have the same target audience.
This resulted in offline paid visibility (articles in L’Echo and De Tijd) and online paid visibility (articles on the website of L’Echo and De Tijd). We were also able to increase Tetra Pak’s offline visibility through a dedicated press release that contained insights from the survey. We increased their online visibility by posting Mediafin’s videos on Tetra Pak’s social media channels (LinkedIn, Facebook, and YouTube). We added a call to action that redirected readers to Tetra Pak’s website to measure the number of readers the post reached and present a detailed insight to Tetra Pak.
UPR thus rolled out the communication strategy in both earned media (press relations through the press release and customer relations), paid media (partnership with Mediafin), and Tetra Pak’s owned media (social media). In this way, UPR Agency succeeded in creating awareness for Tetra Pak among its target audience and the general public, thus strengthening Tetra Pak’s carton position in Belgium.
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