Celebration Packaging’s EnviroWare® sustainable bamboo fibre hot drink cups campaign
The Background
Suzanne Howe Communications has been Celebration Packaging’s PR partner for over four years.
Celebrating its 40th anniversary in 2023, in June Celebration Packaging introduced a new range of double-wall hot drink cups made from sustainable bamboo fibre, under its long-established EnviroWare® brand.
SHC was tasked with putting the story in front of the relevant trade, packaging and sustainability media.
Eight weeks after the launch, Celebration Packaging announced that its Bamboo fibre hot drink cups had received a class A 100% recyclability rating from PaperCycle. A second press release was then issued.
“When we launched these cups made from bamboo fibre, I was proud to say they are our most sustainable hot drink cups yet. Now we have certification to prove they are 100% recyclable, the statement is even more true!.”
Celebration Packaging Managing Director Nick Burton
The Objectives
The objective was to raise awareness about the quality and availability of these new sustainable double wall hot drink cups, focusing initially on the fact that they are made from FSC® (Forest Stewardship Council®) certified bamboo fibre – with a water-based lining – and are certified commercially compostable (DIN EN 13432:2000-12).
The story had a second life only eight weeks later when, using the Papercycle Recyclability Assessment Method for fibre-based packaging products and materials, Papercycle Ltd issued Grade A certification that the cups are recyclable in standard paper mills.
This created the opportunity to remind people that the EnviroWare® brand was created over 16 years ago, with the declared mission to seek out more sustainable packaging solutions.
“We have always believed that when sourcing sustainable packaging, the provenance of the raw materials is paramount – but ensuring it can be properly disposed of at its end-of-life is equally important.”
Celebration Packaging Managing Director Nick Burton
The Strategy
A press release was written for both stories, and disseminated to the relevant foodservice, packaging and sustainability media.
While online coverage was the main target, several specialist sector-focused magazines such as Café Life, Sandwich & Food to Go News, and The Caterer also ran features.
A showreel was produced before the second release went out, celebrating the success of the campaign. Watch it here.
The Results
The launch release received over 30 pieces of coverage, with over 150 brand mentions, reaching an audience of around 150,000.
Eight weeks after the first press release went out, Celebration Packaging announced that its Bamboo fibre hot drink cups had received a class A 100% recyclability rating from PaperCycle. A release focusing on this new information received a further 25 pieces of coverage, with over 140 brand mentions, reaching an audience of over 90,000.
Collectively, the campaign achieved coverage in 55 separate relevant media outlets, with close to 300 brand mentions and reaching a total audience of over 240,000.
We have been working with SHC for several years now and have been really impressed with the amount of coverage in the trade media that they obtain for us at relatively little cost.
The team at SHC are very knowledgeable about the market we operate in and in my opinion do a first-rate job in promoting Celebration Packaging and the products we sell.
Celebration Packaging Managing Director Nick Burton
