So often packaging is seen as an environmental problem rather than a solution. So this initiative is a great opportunity to change consumers' perceptions. But just how should leading suppliers go about promoting the benefits of packaging? To be successful the campaign must not favour any one material. Only by being multi-material can it ensure the backing of the packaging industry. It should also focus on the benefits packaging delivers in optimising use of materials, reducing food miles and preventing food waste.
And it should demonstrate the great strides taken in light-weighting, increased shelf life and improved ease of use as well as how we're helping to improve recycling across the packaging industry.
Finally, don't rely on advertising. Make the campaign integrated by using PR and digital to get the message across and build credibility with consumers.
Michael Bennett, MD, Pelican Public Relations