Class:
Multiple Audience
PromotionObjective:
To create public awareness of company's
commitment to recycling and help managers implement environmental
programs.
Strategy and
Execution:
"Partnership
Earth - Our Commitment" was the slogan for this recycling campaign
which utilized specialties and premiums and involved 1000 managers
and more than 1 million consumers of this Canadian food service
company. The campaign was launched with a symposium for 300,
including media. During the launch, employees were given sweatshirts
and t-shirts bearing the theme imprint, along with environmental
slide-guides and travel mugs made from recycled material.
Slide-guides were also given to employees of new accounts and set
out for customers to pick up for a limited time. Plastic travel mugs
were distributed "Coffee Day" via purchase, and on "flavor days"
featuring gourmet coffee samples. Plant-A-Tree terrarium kits were
given to clients on Earth Day and could also be obtained as
premiums. Other premiums were slide-guides, environmental pursuit
cards and write-on/wipe off memo boards. Customers received
punchable, recyclable key tags to keep track of purchases for free
cups of coffee and terrariums. The advertiser established recycling
centers at 70 of its locations.
Results:
The
advertiser's marketing VP said, "Although it is still a little early
to statistically evaluate the success of the program, on an
annualized basis we are projecting a reduction of close to 10
million disposable cups being used in our locations." In addition,
it is reported the recycling centers have grown to: cans, 80%;
glass, 30%; polystyrene, 5%; and cardboard,
90%. |
