Successful campaign for Sabert’s fully recyclable food-to-go solution – Snap2Go
The Background
Suzanne Howe Communications has been Sabert Corporation Europe’s PR partner for over three years.
Celebrating its 40th anniversary in 2023, in May that year, Sabert introduced an innovative fully recyclable food-to-go solution – Snap2Go.
SHC was tasked with putting the story in front of the relevant trade, packaging and sustainability media in the UK and Germany.
The Objectives
The objective was to raise awareness about the quality and availability of this new innovative fully recyclable food-to-go solution.
A multifunctional and sustainable solution
Refrigerator friendly, the multifunctional Snap2Go tray, with snug clip-lid is an excellent choice for all food-to-go applications from salads to chilled meals.
For operators, it is easy to use, as the sleek space-saving design and rigid construction means that it is both stackable and nestable.
The innovative and secure snug-fitting anti-fog rPET clip-lid protects food, while offering easy one-hand closing. It securely fastens to internal tabs, locking into place with one simple push and click.
Easy to hold, consumers will appreciate that Snap2Go is also leak, moisture and grease resistant as it features a webbed-corner design.
Snap2Go is available in four popular sizes – 375ml, 500ml, 750ml and 1000ml – with two high visibility rPET clip-lid sizes.
Sabert also offers bespoke designs and sizes with fully customisable print available, so brand owners can easily add their logos and messages.
Made in Europe, Snap2Go is fully recyclable, and each one carries the printed sustainability message: “Let’s meet again. Recycle me”.
The base is recyclable board which is made from Forest Stewardship Council (FSC®) certified paper, while the recyclable rPET clip-lid is made from no less than 50% recycled material.
The Strategy
A press release was written and disseminated to the relevant foodservice, packaging and sustainability media in the UK. Working with our established partner Christine Richter at Konfetti Kommunikation, in Germany, the release was translated and disseminated to the relevant German foodservice, packaging and sustainability media.
While online coverage was the main target, several specialist sector-focused magazines ran the story, such as Out of Home, and International Sandwich & Food to Go News in the UK, and Allgemeine Bäcker Zeitung, and Cooking & Catering Inside in Germany.
A showreel was produced celebrating the success of the campaign in the UK and Germany. Watch it here.
The Results
The launch release received over 60 pieces of coverage, with over 800 brand mentions, reaching an audience of over 185,000.
PR support for Sabert’s Snap2Go is ongoing. In August 2023, it was included in a press release ahead of the annual Lunch! show at ExCel, and in February 2024, the product was included in a press release ahead of the annual Packaging Innovations trade show at the NEC.
In May 2024, Sabert’s Snap2Go won the New Product category of The British Sandwich & Food to Go Industry Awards – The Sammies.
The Sammies awards organisers said: “The judges thought Snap2Go was an innovative solution combining a base made from Forest Stewardship Council (FSC®) certified recyclable board with a recyclable rPET clip-lid made from a guaranteed minimum of 50% high grade, post-consumer PET bottle flakes.
Snap2Go provides an airtight, stackable packaging solution with a nice design to enhance the food to go experience and improve sustainability. Easy to hold and fully recyclable, the product really hit the brief, and the ‘Let’s meet again. Recycle me’ messaging struck a chord.”
“SHC are an essential strategic partner for communicating Sabert’s USP and enhancing our brand equity. I couldn’t do it without their sage counsel. Embedded in our culture, I think of Bill and Suzanne more as colleagues than as an external agency.”
Sabert UK&I Managing Director and European Commercial Director, Alex Noake.
