Showcasing Sustane, the innovative recyclate set to replace virgin plastic
The Background
As one of the biggest recyclers of used agricultural films in the UK, Berry bpi recycled products (formerly RPC bpi recycled products) is at the centre of the emerging circular economy.
It takes contaminated plastic film at its recycling facilities, thoroughly washes it and then processes it into premium recyclates that are used in the manufacture of a range of new products, such as shrink films for non-food contact applications and refuse sacks.
The Sustane refuse sack, for example, uses a multiple-layer material that consists of 60% recycled farm film polymer. This delivers superior strength, making them more puncture-resistant and able to carry more waste without splitting compared to traditional mono-extruded sacks made from recyclates produced from used packaging. Meanwhile, the company’s Sustane Shrink is a new sustainable shrink film that is both 100% recyclable and contains up to a minimum of 30% recycled content.
The Objectives
As a long term PR partner of Berry bpi recycled products, we were tasked with presenting a range of media and event opportunities to launch and showcase the numerous benefits of Sustane, and the sustainable products being created, to multiple audiences.
The Strategy
This was an exciting opportunity to be a part of launching a truly innovative product to the UK market. The high-performance polymer, developed and manufactured in the UK from recycled plastic, has the potential to replace virgin polymer.
With a wealth of expertise and experience in the packaging, cleaning and facilities management (FM) sector, we set about to find the best media opportunities to present the unique benefits of Sustane as a revolutionary alternative to virgin plastic polymer, and Berry bpi recycled products’ role in fostering a truly circular economy – with used plastic finding its way back into new products.
The Results
Using our knowledge of the packaging, cleaning and FM sectors, we were able to secure plenty of media coverage, while presenting a series of strong opportunities to promote Sustane to its target audience.
After writing strong copy for the Sustane website, we launched the product to the trade press. This included organising presentations to leading brands at two Pack Hub events in 2019.
We also put Sustane forward for a number of leading awards. These included the Packaging Innovation Awards, in which it became a finalist, as well as two categories in the Plastics Recycling Awards Europe
(Plastic Packaging Product of the Year and Product Technology Innovation of the Year). Sustane was listed as a finalist in both. We also entered Sustane for the prestigious Horners Awards run by the British Plastics Federation.
Finally, we targeted the cleaning and FM sector by securing a key speaking slot on stage at the Manchester Cleaning Show for the company’s sales director, and managed to land a place for the Sustane refuse sack within the Dragon’s Den-style Cleaning Support Services Association’s Innovation Showcase which celebrates the industry’s most innovative products and services.
