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‘Maxi Milk Carton’ press event
PLUS supermarkets now produces all of its house brand milk in liter cartons organic, but with the same price tag. A great achievement we just had to put in the spotlights with a stunt – a gigantic milk carton that caught local and national media attention.
“Health and sustainability are becoming increasingly important to consumers. Our house brand responds to that need."
PLUS’ spokeswoman in Algemeen Dagblad
CHALLENGE
Awareness around sustainability
PLUS took a big sustainable step by going organic with its house brand liter milk cartons. And because the supermarket covers the price difference, organic farmers get a fair price. PLUS asked us to put that achievement on the map and to let people discover the magic of its organic milk.
STRATEGY
Maxi Milk Carton stunt
Milk makes us grow, that’s a known fact. With that in mind, we placed a ‘fully grown’ carton on of PLUS' organic farmers’ meadows. We invited journalists to take a look inside to discover everything there was to know about our organic milk. They also tasted every kind of PLUS milk in traditional milk jugs and asked questions to the organic farmer that owned the meadows.
IMPACT
Milk in the media
Leading Dutch national and local media wrote praising articles about the milk and PLUS’ sustainable developments. Our additional efforts towards influencers generated numerous video posts on Instagram, Pinterest, YouTube and Facebook, full of recipes containing PLUS’ organic milk.
