Tetrapak –

With its ‘Go Nature, Go Carton’ campaign, Tetra Pak wants to strengthen its carton position and promote carton as the packaging of the future.

Tetra Pak challenged UPR Agency to address various sustainability challenges and communicate about them (via its sustainability report, among others) towards B2B target groups, but also via tier 1 media to increase brand awareness in the Benelux market. Tetra Pak also asked us to stimulate a positive attitude towards cardboard among key opinion leaders, key consumers, and key media. Tetra Pak wants to inspire them to participate in the sustainability conversation to influence public opinion. Among its other stakeholders (consumers, retailers, partners), Via the campaign, we had to try to gain understanding and support for its sustainability advocacy and to reinforce confidence that cardboard is a better alternative than other packaging.