Raising Awareness around Renewable Resources in Packaging


  • Date: February 2015


Client Background

One of the world’s leading food processing and packaging solutions company who works closely with customers and suppliers to provide safe, innovative and environmentally sound products that each day meet the needs of hundreds of millions of people in more than 170 countries around the world.

The Challenge 

To broaden the understanding among packaging suppliers, manufacturers, brand owners, NGOs and other key stakeholders around the benefits and value proposition of using renewable resources, those that can be replenished regrown or replenished naturally, as a solution to the planet’s growing resource scarcity and to sustain the future of the consumer packaged goods industry.

The Solution

Advocom Group, in collaboration with the Winston Agency, designed a campaign to encourage suppliers, manufacturers, brand owners and others to better understand the business and environmental gains in adopting renewable business practices.

  • Phase 1: Materials Development – Advocom Group and the Winston Agency developed launch materials, including website content; key messages; media materials, such as talking points, press releases, pitches and media lists; and stakeholder communications.
  • Phase 2: Campaign Launch – Advocom Group and the Winston Agency introduced the initiative to targeted trade and environmental press and communicated the campaign internally to existing customers and key stakeholders.
  • Phase 3: Seeding the Movement (Ongoing) –Advocom Group and the Winston Agency continue to update all evolving campaign materials; engage key stakeholders to join the movement and conduct proactive media outreach.

Results & Key Highlights

  • Launched a campaign by promoting a white paper outlining the benefits of using renewable materials in packaging
  • Secured extensive media coverage around launch, including:
  • More than 3.1 million media impressions
  • 32 original articles in key trade outlets, including Environmental Leader, Store Brands and Plastics News
  • Implemented a paid social media campaign from July – September 2014, resulting in:
  • 27,320 impressions via LinkedIn
  • 861,377 impressions via Outbrain
  • 1,181,577 impressions via Twitter, including 10,080 individual engagements
  • Engaged with a number of customers and third-party stakeholders   to co-create content and share in promoting the campaign
  • Created collaboration programs  with supportive allies, including Conservation International and World Resources Institute (ongoing)