Dart Products Europe

Objectives

To engage with schools, educating primary school children about the role of food packaging in the food chain

Strategy

Leapfrog devised a multimedia, integrated PR campaign, using traditional and digital channels, including school assembly presentations, a sustainable decoration guide, school sample packs and newsletters. We also targeted trade and local media as part of the campaign.

Leapfrog pitched the concept to the Garden & Leisure Head Office who came on board as a partner, focussing the campaign on the regions supporting the group’s seven garden centres.

The Sustainable Christmas Tree Campaign offered all participating schools a free Christmas tree and the chance to decorate it with recycled food packaging. Participating schools were encouraged to hold a ‘decorating day’ and each sent in photos of their tree to enter the local competition to win recycling bins and a raised bed kit for their school.

Results

• 75 schools took part in the campaign.
• More than 18,000 primary school children reached, plus their parents and teachers.
• Great local and trade press coverage