Sometimes it’s not enough to turn to the past for sustainable choices
Infia has chosen Menabò to communicate its innovation and eco-footprint reducing actions.
Infia, world player in the production of packaging for fruit and vegetables, has entrusted Menabò Group to develop a communication strategy designed to stimulate people to think twice about how superficial beliefs are about the environmental impact of some packaging materials, including PET.
That the public opinion follows the emotional pull of the imagery of plastic-polluted seas and that groundless claims favour non-scientific and backward behaviors is quite clear. It is a retreat into the past stemming from a lack of knowledge about the production of innovative trays in 100% R-PET, that is, totally recycled and recyclable plastic – resulting in reduction of CO2 – and the achievement of EPD certification for trays for small fruit.
In order to draw attention to the scientific data related to 100% R-PET and EPD, Menabò Group has developed a concept and visual design to reach a wide array of B2B players, through a media mix oriented to direct contact with targets, such as email marketing, a direct mail campaign through which dinosaur paw slippers were sent to targeted players, ads on air, in magazines and on portals of the sector. Finally, Menabò has designed Infia’s booth for the Macfrut tradeshow.