Tetra Pak: Low Carbon Summit

CHALLENGE

We needed to raise awareness of Tetra Pak’s Planet Positive sustainability message and drive engagement with key stakeholders across the packaging value chain. In order to effectively raise awareness, we set about creating a platform to open a dialogue with the Government, customers, industry and NGOs on innovations in packaging and its role in the circular economy.

APPROACH

We launched an event with leaders in the packaging supply chain, enabling an open discussion about the role of packaging in delivering a low carbon future. Tetra Pak was positioned as a facilitator, to lead in the discussions around needing better collaboration, Governmental support and continued industry innovation.

Senior spokespeople from Tetra Pak delivered speeches alongside a keynote by the Deputy Director, Resources & Waste at DEFRA. The event also featured a panel discussion, with representatives from the Carbon Trust, Which?, Iceland Foods, DEFRA and Tetra Pak.

Alongside the event, Brands2Life launched the results of a quantitative study that examined the challenges and drivers behind retailers’ packaging choices. We promoted the event and results with a targeted LinkedIn campaign and produced a video highlight reel for owned and social channels.

IMPACT

100+ stakeholders from across government, retail, customers, charities, prospects and industry bodies attended the event, including representatives from Policy Exchange, WWF, CBI, and The Commons Treasury Select Committee.

Media interviews with target national and trade publications, including The Times, The Grocer and Packaging Europe.

17 pieces of coverage secured to date, in leading trade titles including Circular, Retail Times, Packaging News and Environmental Journal.

Our message was amplified on social channels from event attendees, with online engagement from key stakeholders such as the Food and Drink Federation and Forest Stewardship Council.

Tetra Pak will use this as a blueprint and roll out the event in other operating regions, using a toolkit created by Brands2Life.

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