Eco-Vertising trend by Trendwatching

As more brands recognize the importance of reducing their environmental impact, some are coming up with innovative ways to do this. For example, using new and old technologies, some are literally creating eco-friendly marketing campaigns. Some examples:

December 2012 saw Bob’s unveil a marketing campaign in Brazil involving edible packaging. Designed to illustrate how delicious the fast food chain’s burgers are, sandwiches were wrapped in special edible rice paper meaning that there was no need to unwrap them. Furthermore, edible wrappers meant that the fast food franchise cut down on packaging, and simplified waste management.

In May 2012, Brazilian beverage company Camp Nectar unveiled juice cartons made of natural fruits to emphasize that its drinks are natural. The brand used a mold and fitted it around a piece of fruit as it began to ripen on the tree. Over 1,000 lemons, guavas, passion fruit, papayas, apples and oranges were grown into the molds over the course of two years. This resulted in cuboid produce embossed with the Camp logo and even a straw on the back. These were then placed into the fruit sections of supermarkets.

Launched in the US during October 2012, the Go Local Corporate Initiative is an eight-week scheme that encourages companies to reward employees who buy healthy food locally. Developed by LocalSqr (a free mobile app that connects consumers with local food producers) the program includes health coaches (who provide employees with food and nutrition advice), budgeting tips and motivational emails. The initiative also puts employees in contact with local food suppliers who can create personalized loyalty programs, encouraging healthier purchases.

This project has received funding from the European Union's Seventh Programme for research, technological development and demonstration under grant agreement No 288974.