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Change a product’s
The Brief
Mondi, one of Europe’s largest sustainable packaging manufacturers, launched a premium secondary packaging range for the food sector. With sweeping EU regulations reshaping the category, every competitor was responding with the same rational playbook. Mondi needed to stand out in a crowded, commoditised market and establish genuine brand preference.
The Truth
The category wasn’t short of information. It was short of feeling. Every day, inadequate secondary packaging leads to huge product waste — products damaged in transit, brands compromised, revenue lost. The whole industry knew it. Nobody had ever made them feel it. That was the unlock.
The Idea
We launched a charity appeal — to food producers and manufacturers across Europe — to end product suffering. “Change a Product’s Life Today” cast damaged food products as silent victims, borrowing the emotional vocabulary of charitable giving and applying it, with complete conviction, to the products that secondary packaging exists to protect.
Results
• 17.5x industry CTR benchmark -> 7% CTR vs 0.4% benchmark so 17.5x industry benchmark
• +190% sales accepted lead target
• +42% sales enquiries
• 11.1 sec dwell time / nearly 4x benchmark
• 8% engagement / 5x benchmark
