Positive images of the future with #MehrMehrweg

CLIENT

“Mehrweg.einfach.machen” — an implementation alliance made up of Mehrwegverband Deutschland, WWF Germany, and ProjectTogether

BRAND & COMMUNICATION
July – December 2023

The problem

We waste vast amounts of resources on single-use packaging, which usually ends up in the bin again after only a short period of time. This is anything but sustainable. The solution to this problem — reusable packaging — has been around for a long time, but unfortunately there is far too little supply and demand for it. Since 1 January 2020, the new reusable offer obligation has been in force, which requires restaurateurs, food retailers, cinemas, and canteens in the to-go sector to offer consumers a reusable alternative. According to a calculation by Deutsche Umwelthilfe, a complete switch to reusable to-go food containers could save over 400,000 tonnes of CO2 in Germany every year.

Making reusable the new normal? Challenge accepted!

Our solution

Together with the implementation alliance and more than 100+ organizations, we developed a positive narrative that emphasized more instead of doing without: more empty rubbish bins, cleaner cities, and a better quality of life. The multi-stakeholder campaign started with a 20-day reusable challenge, in which influencers and well-known personalities called on people to use only reusables instead of disposable items to create an impact together.

In addition to the reusable challenge, we produced a one-minute campaign video in-house, developed an Instagram filter, and launched a campaign recipe book with step-by-step instructions for a variety of campaign ideas that municipalities and initiatives could use to activate citizens. We also provided the more than 100 participating stakeholders with social media assets and graphic templates in the campaign look.

Our impact

In the campaign year, the use of reusable packaging doubled compared to the previous year (2022). We are pleased that #MehrMehrweg has contributed to this. During the campaign period, the #MehrMehrweg campaign reached millions of people across Germany via social media and, thanks to a cooperation with Ströer, on screens at railway stations and in public spaces throughout Germany.

We have achieved a lot — but with a reusable packaging rate of 1.57% for food and drinks, there is still a lot to do!

Watch the campaign video