2023 Winner

CASE SUMMARY

Kruger Products launched Bonterra, an eco-conscious paper product line made from 100% recycled paper and featuring plastic-free recyclable paper packaging, as part of their Reimagine2030 sustainability initiative. The new line aimed to provide consumers with environmentally focused options that align with their values while still meeting their needs. To break through a crowded, low-interest category, Bonterra needed to stand out while educating consumers on the benefits of their product. The new positioning, "We're Good Together," highlighted how small environmental actions can have a powerful impact when multiplied by many.

To execute the launch, Bonterra created a 360-integrated campaign that featured a feel-good spot, digital OOH near retailers, digital display, social media, SEM, PR, and influencer marketing. To build hype and curiosity, they also created a first-of-its-kind floating billboard near Toronto's Harbourfront Centre, which was made using sustainable materials to create diverse wildlife habitats. The packaging used striking, bright colors paired with calming, wave-like patterns and was entirely plastic-free. Bonterra also partnered with 4ocean and One Tree Planted to remove plastic from oceans and rivers and plant trees annually.

The campaign was a big success, yielding 138 million impressions in just a few months. Bonterra claimed 6% of the recycled bathroom tissue market, 3.6% of the recycled paper towel market, and a staggering 35% of the recycled facial tissue market, proving that people are willing to make environmentally conscious purchasing decisions when given the option.

Credits

INTEGRATED CAMPAIGN CREDITS:

KRUGER PRODUCTS L.P. (CLIENT)
BROKEN HEART LOVE AFFAIR (STRATEGY/CREATIVE)
WAVEMAKER (MEDIA)
NORTH STRATEGIC (PUBLIC RELATIONS)
DAVIS (PACKAGING)
WUNDERMAN THOMPSON (WEBSITE)
ETHNICITY MATTERS (ETHNIC MARKETING)

TELEVISION CREDITS:

AGENCY: Broken Heart Love Affair
CHIEF CREATIVE OFFICERS: DENISE ROSSETTO, TODD MACKIE & CARLOS MORENO
CREATIVE DIRECTORS: ELMA KARABEGOVIC &
SHANNON MCCARROLL
STRATEGY: JAY CHANEY & KRISTY PLECKAITIS
AGENCY TEAM: JOLINE MATIKA, MAEGAN THOMAS &
SWEETHA MAHENDRAN
AGENCY PRODUCER: ERICA METCALFE
CLIENT: KRUGER PRODUCTS - BONTERRA
CHIEF MARKETING OFFICER: SUSAN IRVING
VP, SUSTAINABILITY & U.S. MARKETING: STEVEN SAGE
MARKETING MANAGER, ENVIRONMENTAL BRANDS:
SONIA MENARA
MEDIA AGENCY: WAVEMAKER
PRODUCTION COMPANY: FRANK CONTENT
DIRECTOR: KINOPRAVDA
EXECUTIVE PRODUCERS: DANIELLE KAPPY
LINE PRODUCER: KELLY KING
DIRECTOR OF PHOTOGRAPHY: PABLO CLEMENTE
CASTING DIRECTOR: MANN CASTING
EDITORIAL: SAINTS EDITORIAL
EDITOR: ROSS BIRCHALL
COLOUR: DARLING
COLOURIST: KASSI BELLAMY
VFX AND FINISHING: DARLING VFX
VFX ARTIST: STEVE MCGREGOR
AUDIO HOUSE: OSO
CREATIVE DIRECTOR: DAENEN BRAMBERGER
EXECUTIVE PRODUCER: HANNAH GRAHAM