Brief: Following the success of the carton recycling media roadshow that we managed in Johannesburg around 2018’s World Environment Day, we were tasked to embark on another Mpact and Tetra Pak media campaign in Cape Town & Durban. Our goal was to secure positive media coverage that elevated awareness about liquid carton recycling among key local environmental and lifestyle media to, firstly, reduce landfill space, and secondly, to increase the number of recyclable products being processed at the Mpact recycling mill.
Approach: The campaign kicked-off with the co-ordination and delivery of creative media drop hampers to select media to serve as a conversation-starter. The hampers comprised of Tetra Pak liquid carton consumable products. We offered relevant angles to the media around the importance of liquid carton recycling, leading up to the festive season when shopping trollies are usually at capacity.
Results: We secured 20 pieces of positive media coverage including interviews on Cape Talk, Smile FM and Fine Music Radio, etc. Collectively, the campaign generated R500k in AVE (1:1). This awareness raised Mpact and Tetra Pak’s profiles and educated the relevant target audience – environmental enthusiasts – about liquid cartons being recyclable.