Launching a More Sustainable Package
Introducing Filippo Berio's new rPET bottle through an integrated campaign focused on sustainability and consumer education.
As part of Filippo Berio's transition to an rPET bottle made with 50% less plastic, the brand needed a campaign that clearly communicated the environmental benefits while maintaining consumer trust and reinforcing its premium quality. The creative introduced the new packaging across retail and digital touchpoints, positioning sustainability as a natural extension of the brand's commitment to quality.
Project Snapshot
Industry: Food & Beverage
Audience: Grocery Shoppers & Sustainability-Conscious Consumers
Channels: Website, Retail, Print, Shopper Marketing
Role: Art Direction, Campaign Design, Production
Deliverables: Website Banner, Bottle Neck Hanger, Retail Sell Sheet, Digital Advertising, Kroger MyMagazine Advertisement
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Introduce Filippo Berio's new rPET bottle while helping consumers understand its environmental benefits without compromising perceptions of product quality. The campaign needed to educate shoppers about the packaging change while supporting retailer adoption and in-store visibility.
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Developed the visual campaign supporting the launch of the new packaging across consumer and retailer touchpoints, translating sustainability messaging into a cohesive creative system spanning digital, print, and point-of-sale communications.
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Created a campaign centered around the message "A Bottle Better for the Planet," using consistent visual storytelling to communicate the benefits of the new rPET bottle across multiple channels. The work balanced sustainability messaging with Filippo Berio's premium brand identity, helping introduce the packaging update while maintaining a familiar and trusted consumer experience.
Consumer Awareness
Homepage creative announcing the new sustainable bottle and reinforcing the campaign message at a key consumer touchpoint.
On-Pack Communication
Neck hanger designed to educate shoppers about the transition to rPET packaging directly at the point of purchase.
Retail Support
Sales collateral created to help retailers understand the benefits of the new packaging and support in-store adoption.
Shopper Marketing
Created a full-page advertisement for Kroger's MyMagazine that combined campaign messaging with a featured recipe, adapting the creative to the publication's required typography and editorial guidelines while maintaining Filippo Berio's brand identity.
Digital Advertising
Digital advertising that reinforced campaign messaging and increased awareness of the new environmentally friendly packaging.