Montezuma’s
Bringing sustainable packaging to the mainstream
Premium Sector Sustainability
with Montezuma’s
Montezuma’s Waste Not Want Not pop-up recyclable shop delivered the sweet side of eco-living to London. Visitors were encouraged to exchange their disposable lunch containers of salad bowls, sandwich cartons and sushi trays for free, wonderfully dramatised, bespoke chocolates disguised as food waste packaging.
The message was deliciously simple – you can help the earth and enjoy chocolate at the same time.
The Stellar Strategy
The Covent Garden shop was 100% sustainable to compliment the launch of Montezuma’s new packaging for their products that’s fully recyclable, compostable or bio-degradable. This concept was a fully interactive experience that educated visitors on the research, development and challenges that the creation of this packaging involved. Montezuma’s wanted to demonstrate the responsibility that organisations have to commit to such changes despite the difficulties it may cause.
A fully edible 3D sculpture made to replicate an overflowing bin was visible in the window 24 hours a day as a reminder for people to make eco-friendly choices. The left-over chocolate from creating this was also gifted to sustainable dining restaurant, Ugly Butterfly, to ensure zero food waste.
To stir up a pre-event buzz, we sent a recycled lunch crafted from chocolate to key media and influencers with details of the shop and its aims.
We amassed 54 editorial articles for this campaign with a 310k print circulation and total of 254 million online readership. (As evaluated by CoverageBook).
Highlights of this coverage included features from Sky News, Time Out, Hello, Yahoo, The Grocer and Convenience Store.
Campaign Highlights
Montezuma’s enjoyed a 25% increase in online sales during the month of activation.
65 media representatives and influencers were also registered as visible visitors to the Waste Not Want Not recyclable shop during the campaign.
