In celebration of Earth Month, Kruger’s sustainability-focused household paper products brand Bonterra and Volkswagen have teamed up to inspire Canadians to adopt small, sustainable habits that contribute to a more environmentally conscious lifestyle.
As part of the partnership, Bonterra and Volkswagen will execute a series of activations throughout the month of April across the GTA, including locations at The Well, Sobeys, Longo’s, Metro and Loblaws. The activations will feature pop-up installations where consumers can personalize Bonterra-branded tote bags, receive product samples and coupons from Bonterra and see Volkswagen’s new ID. Buzz electric van, which will feature custom Earth Month vinyl wraps.
To amplify their Earth Month activations, both businesses are also launching a national contest in which consumers can participate for a chance to win an ID. Buzz with the purchase of any Bonterra product from a participating retailer in Canada.
The brands have also partnered with influencers in Ontario and Quebec who will create social media content, and Bonterra is running in-store promotions across the country. The efforts are part of the new Bonterra and Volkswagen “Driving Good Together” campaign, which encourages Canadians to make small changes towards a more sustainable lifestyle.
Paid media is handled by Wavemaker, public relations by North Strategic, creative by Broken Heart Love Affair and in-store marketing by TreeTop Marketing and Promotion.
Susan Irving, chief marketing officer of Kruger Products, tells MiC that by combining in-store promotions with engaging pop-up experiences, the company aims to persuade consumers to adopt sustainable habits like purchasing the brand’s sustainable products and switching from plastic bags to a reusable bag. The idea behind the initiatives was to go beyond showcasing eco-friendly products through creative ads, and instead drive tangible change in consumer behaviour.
“We focused on activations to create a moment that would encourage Canadians to make small changes to adopt a more sustainably focused lifestyle with Bonterra,” Irving says, adding that they’re looking to target Canadians across the country through the contest national.
According to Irving, the team recognized a natural fit with Volkswagen, which she says is committed to seeing the world in a more sustainable way and has proved this through on-the-ground activations and the introduction of its new all-electric ID in the country.
“It’s a chance to get in front of the consumer and show that together we are making small acts for a better planet,” she says.
The activations also build on previous Bonterra initiatives focused on the environment in the country, such as last year’s activation on Toronto’s waterfront to raise awareness of its commitment to 4ocean to remove 100,000 pounds of plastic from the ocean. Irving notes that the brand has found success with these types of initiatives, which showcase Bonterra’s aim to “feel good and do good,” while also demonstrating how the brand seeks to make the world a better place through new environmentally sustainable products.
