EcoTensil® AquaDot© plastic-free paperboard cutlery European launch
Packaging / EcoTensil®

EcoTensil® AquaDot© plastic-free paperboard cutlery European launch

The Background

Six months ahead of European legislation banning single-use plastic items such as cutlery, plates and straws, California-based EcoTensil introduced the revolutionary new AquaDot range of plastic-free, extra sturdy, folding paperboard cutlery.

The Objectives

For the Europe-wide launch, EcoTensil approached Suzanne Howe Communications with a brief to create a targeted campaign to promote the availability and benefits of its AquaDot range to specific media across Europe and create awareness on the continent.

The campaign focused on the introduction of the revolutionary new AquaDot range of plastic-free, extra sturdy, folding paperboard cutlery.

The objective was to promote key messages including:

● Verified plastic-free paperboard
● Replacement of plastic ahead of the ban on single-use plastics
● Satin smooth, does not negatively impact the experience of food as compared to wooden cutlery
● EcoTensil is the leader in trusted and durable folding paperboard cutlery for over a decade: hundreds of millions sold
● Recyclable, compostable and sustainably sourced
● Up to 80% less material than most other single-use cutlery made from plastic, bio-plastic or wood.

The Strategy

Towards the end of 2020, Suzanne Howe Communications had been developing a trusted network of affiliate organisations to help give our B2B clients better reach on the Continent. The EcoTensil project provided the opportunity to engage with our newly affiliate specialist agencies in Germany, Poland, France and Italy.

The EcoTensil AquaDot campaign included tried and tested marketing and PR techniques such as press releases and features with selected media.

The target audience included specific digital and print media.

SHC maintains a bespoke media list across key sectors.

A press release was sent, and coverage was received in the following media:

Packaging Insights; Sustainable Packaging News; Food and Drink Technology; Packaging Gateway; Onboard Hospitality; Business Mondays; Packaging Today; Emballages; Agro Media; Opakowanie; Les Marches; Sustainability Voices; FAB News;; Food & Drink International; Business in the News; Food Voices; Sapori Condivisi; notizietoscana; European Food Agency News; WebPackaging; Sol 24 ORE; Gdoweek;; Ubuntoo News; Resource Magazine; Food Makers; Food and Drink News; UniPack.RU; Innovations in Food Processing & Packaging; Automazione Industriale; Portal gatronomiczny; Public Sector Catering; Innovations in Food Technology; Fine Food Digest; Essen und Trinken Gastronomie; PRnews24;; Schlaunews – Kostenloses;;;;; PR Gateway; Hasselwander-pr; Der Weg zum Erfolgreichen Marketing;;;;;;; Aktuelle Nachrichten zu verschiedenen Themen; Meine; Marbach Academy; Gastronomie News;; Hotelleria Nachrichten und News; Intvia;;; Reihe von kunststoffreiem Pappbesteck in der EU; P A Papaer Advice;; Food Makers; Catering Insight;;; Converter; Food & Drink Technology; The Caterer; and Packaging Europe.

The Results

The campaign ran from January 2021 to April 2021.

The EcoTensil AquaDot story appeared in 11 magazines and 69 websites: with a total reach of 867,000 (offline: 126,400; and online: 740,600). The coverage resulted in over 1,502 brand mentions and 332 shares on social media. The tone was entirely positive, and the domain authority ranking was good, to excellent, for the majority of online coverage.

View some of the coverage here

Suzanne is a charming individual and she and her team have been a joy to work with. We at EcoTensil, being based in California, appreciated her responsiveness at all hours, despite the time differences. She was also very accommodating to grow and support our needs outside of her normal scope.

Peggy Cross | Founder and CEO | EcoTensil Inc