Carton Council 2017 National Campaign

A national campaign to increase awareness that cartons are easy to recycle.

Carton Council

A national campaign to increase awareness that cartons are easy to recycle.

While recycling cans, bottles and paper is well established, there has been confusion about whether food and beverage cartons can also be tossed into the recycling bin. Since every city has different recycling guidelines, the Carton Council of North America engaged Fenton to develop a public awareness campaign where we crafted a clear recycling message that cartons are easy to recycle. The National Campaign was launched with the Cooking With Cartons Sweepstakes and a rebrand of the Carton Council organization. We promoted our message through paid media, organic content, email, Buzzfeed sponsorship, and influencer and brand ambassador engagement.

Rebrand

Fenton helped the Carton Council rebrand their entire website, develop a new logo and create brand guidelines to ensure that they continue to deliver a consistent message that recycling cartons is easy, engage with their audience, and be the leader of recycling cartons in the U.S.

Print Collateral & School Materials

In addition to creating fun and shareable videos, Fenton developed collateral such as email and newsletter templates, press releases, bill stuffers and FAQs for partners to use in their outreach. We also created materials for administrators to use to develop carton recycling programs and build awareness of recycling at their schools.

Paid Media: City Campaigns

Fenton launched regional campaigns in Las Vegas and Tidewater to increase awareness that cartons can be recycled, since these cities were new to recycling cartons. These smaller campaigns were accomplished through paid media.

 

Carton Champions Group

The Carton Champions Facebook group was created so that dedicated and passionate recyclers could come together to collaborate with one another and to stay up to date on the latest recycling news and information. Approximately 400 people have joined this group and have shared their passion for recycling, keeping their environment clean and reducing their landfill waste.

Partnerships

Fenton partnered with brand ambassadors like Nutpods and Elmhurst Milked to host a contest and giveaway. Through these partnerships, Carton Council saw an increase of 162.6% in their social media engagement and reached thousands of new people with their messaging.

Influencers

Fenton worked with six different influencers that had a large following in cities where cartons can be recycled. They created six different recipes with ingredients packaged in cartons to highlight the message that cartons can be recycled in their area.

Quizzes and Games

Fenton engaged residents by creating and sharing a host of original content, including a quiz on what you would become if you were a recycled carton and a game to test your carton recycling skills.

Photoshoot

As part of the rebrand, Fenton organized a photoshoot and edited images to support Carton Council’s new materials, website and any future creative needs with engaging and relevant evergreen content.

Cooking with Cartons Sweepstakes

Fenton developed a campaign targeting consumers who already engage in recycling and have a high propensity towards environmentalism, but may be unaware that cartons are recyclable. We created a paid strategy that targeted major cities across the U.S., worked with nine influencers to create recipe videos that highlighted that cartons are recyclable, and had a paid sponsorship with Buzzfeed. The sweepstakes prize was $1,000, a recycling bin and carton products to host a dinner party. There were 4,347 eligible entries to the sweepstakes, including 974 entries through Instagram.

Sounds of Recycling

Fenton created a fun animated music video using cartons to make different sounds. The video also connects to an interactive game that allows viewers to create their own video and share it with their friends.