100%
Recyclable Display
Through the standard UK wastepaper stream
GOLD
POPAI AWARDS 2024
Temporary Sustainability
SILVER
POPAI AWARDS 2024
Grocery Theatrical Display
“Wow, monsieur, with these Rocher you are really spoiling us!”
If you're familiar with the small nugget of chocolate gold that is Ferrero Rocher, you'll be aware of its heritage: an iconic continental brand that symbolises luxury, celebration (and possibly one of the most memorable, quotable advertising campaigns of the 1980s).
Forty years on, and the brand has an even more international market—young and smart, with an eye on sustainability. And therein lies the challenge: how to really spoil our clients and consumers without spoiling the environment.
The Brief
Keep the pizazz, lose the plastic-laminated metallic foil
For years, that instantly recognisable finish came from plastic-laminated metallic foil, the only material the brand trusted to carry their shine and iconography. Our brief was to replicate the visual impact, but rebuild with genuinely recyclable materials, and do so on time, in volume, without adding cost or complexity.
Before
Material:
Plastic-laminated metallic foil, sourced specially from Austria.
Production:
UK paper and Austrian foil freighted to Germany for lamination, then back to the UK for print, diecut and finishing.
Format:
Bespoke assembled display, built independently of prefilled shippers.
End of life:
Metallic foil and plastic lamination stop the cardboard from being recycled, and enter landfill.
After
Material:
Litho-printed EB flute and white-lined greyboard, developed through substrate and print testing to match the Rocher gold.
Production:
Printed, cut and finished in one UK process, completely removing the need for two trans-continent lamination journeys.
Format:
The flatpacked WOW unit was engineered to sit around prefilled shippers, with bookends supplied only to larger stores.
End of life:
100% recyclable via the standard UK wastepaper stream (corraclips included!)
How We Did It
01 Material and print testing
We undertook extensive substrate and print trials to source a paper-based gold, utilising EB flute and white-lined grey board for the main structure, and folding box board for the pyramids (which curve without the print cracking).
02 Efficient manufacture
Displays were litho-printed for volume efficiency. Each store's personalised header needed colour consistency, so only the central panel was localised per store, meaning multiple panels share each print sheet.
03 Flatpack and distribution
This campaign was completed before the rollout of our pre-filled displays, so we designed the POS to encase and enhance pre-filled shippers, rather than duplicate them. Compact outers reduced material use, and bookends only went to the stores that need them.
04 100% recyclable…
Impressively, every fibre, including core clips that allow the baseboard to be detached and reattached, was 100% recyclable. The unit was then delivered flatpacked to stores to minimise transport CO2 emissions.
05 … 100% on brand
Driving “a significant yet sustainable uplift in Ferrero’s Diwali sales” without compromising the brand’s visual impact or shopper appeal.
With its mix of environmentally-friendly materials and (literal) WOW factor, the display won not one but two awards at the 2024 POPAI awards: Gold for Temporary Sustainability, and Silver for Grocery Theatrical Display. It’s ultimate success? Driving sales and sustainability without compromising the visual impact of an iconic brand.
The Results
Spoiling the audience, without spoiling the environment
“All elements fully considered from design, manufacture, assembly and end of life without reducing the aesthetics of a well known brand.”
POPAI Judges 2024
