R&T launches campaign for corrugated cardboard

The Confederation of Paper Industries (CPI) has appointed Richmond & Towers to promote the benefits of corrugated cardboard, in response to growing interest in packaging issues among industry, government, media and consumers.

Following a competitive brief, R&T will report into CPI’s Corrugated Promotional Committee and will be tasked with raising awareness of corrugated cardboard’s key attributes as a material that comes from both 100% sustainable and renewable sources, as well as its unsurpassed recycling rates.

The appointment comes as interest in the UK’s packaging supply chain has never been higher, prompted by a series of high-profile commercial and media campaigns. In January, high street retailer Iceland announced a five-year plan to replace all plastic packaging with trays made of paper and pulp, whilst Prime Minister Theresa May has vowed to eliminate the UK’s plastic waste by 2042.

“There is a fantastic opportunity for a sustainable, renewable and recyclable material like corrugated cardboard to play a leading role in helping both government and industry to reach the exacting targets that are being set to improve the UK’s record on packaging,” explains Richmond & Towers Food & Drink Director Simon Mowbray, who will lead the account with Richmond & Towers Account Director Lauren Gimbel. “Integral to that opportunity is helping both consumers and industry to understand more about the packaging choices available to them, and we look forward to unveiling more details of our campaign in the coming months.”

R&T is hitting the ground running by creating a dedicated resource – www.cardboard.org.uk – and a ‘Beyond the Box’ campaign to help consumers, media and industry learn more about corrugated cardboard’s key attributes, key tips on how and where to recycle, and even on how to re-use corrugated cardboard.

Andrew Barnetson, Director of Packaging Affairs at CPI, adds: “We have been impressed by R&T’s passion and enthusiasm to grasp and adapt to a changing brief and to provide us with a strategy to embrace the increased interest in packaging among all stakeholders. We look forward to working with Simon, Lauren and the team on what promises to be an exciting campaign.”