To ‘package the communication of a packaging material’ is exactly what Choco does for the corrugated cardboard industry’s umbrella organisation. Objective: to ensure that corrugated cardboard is the first thing to spring to mind amongst all those responsible for packaging in the retail sector. Strategy: to show the product’s diversity and use the strong points of corrugated cardboard as a lever. In January 2016 the Belgian and Dutch corrugated cardboard industries joined forces under the heading of Corrugated Benelux Association.
Reducing the waste mountain and minimising food waste are two hot topics in the circular economy. In fact, these are the two areas in which corrugated cardboard has a key role to play. To create a new online and print campaign we designated corrugated cardboard the ‘Champion of the circular economy’, in which any advantage also immediately becomes a circular economic benefit. Our champion can be seen at golfkarton.org, in adverts on LinkedIn, in Google search results and professional publications such as Gondola Magazine, Verpakkingsmanagement (Packaging Management), Fokus Verpakkingen (Focus on Packaging) and Primeur. The campaign also included a guest appearance at the Food Waste Congress.
Recent studies have shown that fruit and vegetables packed in corrugated cardboard will keep fresh for up to three days longer. Interesting enough for a new campaign, in which we highlighted this extraordinary property, and which features Mr. Corrugated, a corrugated cardboard figure embracing an apple, to symbolise the protective properties of corrugated cardboard. The image was shown in printed advertising, in specialist magazines, at trade exhibitions and via online bannering campaigns.
The golfkarton.org website was transformed into an interactive platform for all those involved in the retail and packaging sectors. Trends and insights are highlighted and shared, obviously in an attractive format. Choco organised a professional launch via a sponsored LinkedIn and Twitter campaign. Via Google Adwords we ensure that the website can easily be found by interested parties, who can also register for a monthly digital newsletter.
Consistently drawing attention to the main advantages of a product is a basic rule in communication. Corrugated cardboard offers two advantages: the ecological aspect that helps to convince the end user and profitability, which is particularly interesting for the purchasing representative. Our approach? To use the product itself as a means of communication. A product brochure with a corrugated cardboard cover? Check. Print statements on corrugated cardboard? Of course! An exhibition stand furnished with a tree made of cardboard boxes? No problem. A cardboard stool designed as a stack of money? We’re on to it. Replace a kangaroo pouch with a corrugated cardboard box? Should be feasible.