To position Frugalpacs recyclable coffee cups to trade, consumers and journalists as the only large scale fix for an enormous environmental issue.
Our insights told us two things. Some consumers didn’t realise their coffee cups weren’t recyclable. The ones that did felt ashamed that they were contributing to such a landfill emergency. But neither had the time, motivation or head space to think of a work around.
THE STIR WAY:
There is no point shaming people that have no alternative. We needed to make our consumers feel like they were part of a movement; activists for environmental change.
That meant hijacking the national news agenda. Ahead of the EAC inquiry we seeded out data and substantiated stats to national broadcasters. We also invited them to visit our pop-up ‘Frugal Café’ in Westminster after the inquiry – and hosted a live interview with Sky News there.
THE HEADLINE RESULTS:
Huge reach from broadcasters (4.5 MILLION) as well as digital and print coverage (882 MILLION) meant this problem could not be ignored anymore.
Not only did our client win a £2MILLION INVESTMENT from Rabobank International – along with an order of 1 BILLION CUPS – but sales enquiries from the big guys soon followed too.
THAT’S CAFÉ NERO, NESTLÉ, COSTA COFFEE, MORRISONS AND STARBUCKS.