UK and European PR success for Sabert’s fully recyclable multifunctional Tray2Go
The Background
Suzanne Howe Communications has been Sabert Corporation Europe’s PR partner for over three years.
Previewed at the annual Packaging Innovations trade show at the NEC in February 2024, alongside other food to go, takeway and delivery packaging innovations, in July, Sabert launched a full off-the-shelf range of Tray2Go – a fully recyclable packaging solution for sushi, other chilled food-to-go, confectionery and bakery products.
SHC was tasked with putting the story in front of the relevant trade, packaging and sustainability media in the UK, France and Germany.
The Objectives
The objective was to raise awareness about the quality and availability of this new innovative multifunctional fully recyclable food-to-go solution.
A multifunctional and sustainable solution
Tray2Go is made using sustainable materials and is fully recyclable. The board bases, manufactured in the UK, are made with Forestry Stewardship Council FSC® certified material, while the lids are made from rPET, at Sabert’s facility in Belgium, and comprise a minimum of 50% recycled material.
Tray2Go is immediately available in seven standard sizes. Custom sizing is also an option.
The Tray2Go range features a robust and durable double-wall tray designed for efficient nesting and secure stacking, coupled with an innovative click-lock lid, which offers great product protection for food-on-the-go and delivery, while delivering excellent product visibility.
The Strategy
A press release was written and disseminated to the relevant UK foodservice, packaging and sustainability media to support Sabert Corporation Europe exhibiting at the Packaging Innovations trade show a the NEC. The release focused on the then soon to be launched Tray2Go and Hot2Go ranges, alongside the company’s established Snap2Go, and Deli2Go ranges.
When the full Tray2Go range was launched, a press release was written and disseminated to the relevant UK foodservice, packaging and sustainability media. Working with our established partners Christine Richter at Richter Communications, in Germany, and Raphaël Sudan at RS Conseil, in France, the release was also translated and disseminated to the relevant European foodservice, packaging and sustainability media.
A showreel was produced celebrating the success of the campaign in the UK, France and Germany. Watch it here.
The Results
The two releases received 90 pieces of coverage, with over 800 brand mentions, reaching an audience of almost 246,000.
In September, The Green Organisation announced that Tray2Go had been chosen as one of the winners its our International Green Apple Environment Awards 2024.
Watch a showreel celebrating the success of this campaign in the UK, France and Germany.
“We have over 40 years’ experience in providing innovative, value-added products to the highest quality standards, supported by outstanding customer service. Our mission is to offer our clients the best guarantees in terms of quality, safety and service.
“SHC has successfully positioned Sabert as the leading provider of sustainable ‘to-go’ packaging solutions for all food service operators.”
Sabert UK&I Managing Director and European Commercial Director, Alex Noake
