The power of consumer research to generate positive PR
The Background
Suzanne Howe Communications has been Celebration Packaging’s PR partner for over six years.
Celebrating its 40th anniversary in 2023, Celebration Packaging asked SHC to commission research specialists Sapio Research to look at consumer understanding of the bans on single-use plastic packaging, the alternative materials available and expectations around reusables.
The survey produce some fascinating results leading to a positive PR campaign, so Celebration Packaging then commissioned two further pieces of research through Sapio.
In early 2024, a second survey by Sapio Research, conducted on behalf of Celebration Packaging, found that the vast majority (80%) of consumers are not familiar with ‘forever chemicals’ and the term PFAS.
In the summer of 2024, another survey by Sapio Research, conducted on behalf of Celebration Packaging, looked at consumer understanding of logos and terminology used for disposable foodservice packaging.
The Objectives
The prime objective of the research was to discover consumer understanding and perceptions of a number of issues around disposable foodservice packaging, with the hope of creating a range of positive PR messages.
It was hoped that the research results would help to ensure that Celebration Packaging is properly communicating the benefits of its packaging, and underwrite the importance of the company’s focus on investing in accreditations and certifications.
The Strategy
SHC approached long-term research partner Sapio Research on behalf of Celebration Packaging and in short series of planning meetings the overall strategy was developed. This was followed by the careful configuration of the focus topics and the development of the questions – designed to produce the most insightful results.
Survey process
Survey interviews were conducted online by Sapio Research, using an email invitation and an online survey.
The first survey was conducted among 2001 consumers in England, Scotland, Wales and Northern Ireland. At an overall level, results are accurate to ± 2.2% at 95% confidence limits assuming a result of 50%.
Each survey was conducted over a short period and results were quickly available – shared with SHC and the client via detailed data tables and a summary powerpoint presentation.
The information enabled SHC to create a series of four press releases which were disseminated and sold in to relevant media in the packaging, foodservice and sustainability sectors.
• Survey demonstrates the importance of certified recyclable or compostable packaging
The Results
Survey Results
The first survey showed that research finds that despite single-use plastic bans, over half of consumers still expected food-to-go outlets to provide cutlery. For more, visit. It also found that consumers remain confused over which materials are best for the environment when compared to plastic. For more, visit.
The second survey found that the vast majority of consumers (80%) are not familiar with forever chemicals and the term PFAS. However, when informed about PFAS, some 96% of respondents stated they were concerned about the potential dangers forever chemicals pose. For more, visit.
In the survey which looked at consumer understanding of logos and terminology used for disposable foodservice packaging, over three fifths (61%) of respondents said that information on packaging is what they rely on the most to keep them informed about its correct disposal, underwriting the importance of it being properly certified.
However, the survey also showed that over 60% of consumers are unsure or chose the incorrect definitions for the terms recyclable and compostable, while only 38% find logos helpful in choosing how to dispose of food and drink packaging. For more, visit.
Coverage results
The three pieces of research created four separate press releases (see links under ‘Survey Results’) which SHC disseminated and sold in to relevant media in the packaging, foodservice and sustainability sectors.
Together, the four releases received:
• 173 pieces of coverage, with
• 673 brand mentions,
• reaching an audience of close to 990,000 readers.
While SHC prioritised digital media outlets, particularly those with strong social media follower numbers, the bespoke survey-based content created a number of feature opportunities in established and respected print media, including: Packaging News; Innovations in Food Technology & Processing; Food & Drink Manufacturing; Out of Home Magazine; Packaging Scotland; The School Caterer; Public Sector Caterer; and International Sandwich & Food to Go News
“Surveying consumers is important as it brings a focus to real issues which affect perceptions and allows us to ensure we are properly communicating the benefits of our packaging. Working with Sapio Research and our long-term PR partner SHC has helped to generate powerful and effective PR, which reinforces our unique positioning in the marketplace.”
“Celebration Packaging has always invested in accreditations and certifications which we take very seriously, so that when we make environmental and sustainability claims, we can always back them up. This sets us apart from many of our competitors, while also giving our customers confidence to help them on their sustainability journey.”
Celebration Packaging Managing Director Nick Burton
