TETRA PAK - HEALTHY DRINKS@SCHOOL CSR & PUBLIC AFFAIRS CAMPAIGN
**CHALLENGE**
Tetra Pak, the leading global company in food processing and packaging solutions, emphasizes collaboration with customers and suppliers to ensure food safety. They sought our help to formulate a comprehensive stakeholder strategy aimed at positioning Tetra Pak and its clients within the Flemish Minister of Education's initiative to phase out or minimize the consumption of soft drinks in schools. This strategy involved promoting the sustainability and eco-friendliness of carton packaging while reinforcing Tetra Pak's message of ‘good packaging for a good life.’ Concurrently, we aimed to enhance Tetra Pak's client relationships by creating sales opportunities in secondary schools throughout Belgium.
**UPR’S APPROACH**
We included Tetra Pak in initial discussions regarding the phase-out policy at the ministerial level, which involved representatives from the food and beverage sector, educational institutions, and health organizations. To gauge support for the phase-out policy, we conducted a survey with around 1,000 students aged 12 to 18, asking for their views on the policy surrounding sugary drinks in schools, its potential impact on their consumer habits, their expenditures on these drinks, and their perceptions of packaging importance. The survey results were subsequently shared with the media. We then organized a mini-experiment: during breaks, students received free samples of Alpro and Vita Coco beverages, presented in Tetra Pak packaging, at a healthy pop-up bar. A stakeholder round table was convened to discuss the survey findings and strategize on encouraging schools and students to opt for healthy drinks in eco-friendly packaging. This led to a nudging experiment at three secondary schools, supported by Professor Siegfried Dewitte from the KU Leuven's Behaviour Engineering department. The goal was to influence students' consumption choices and ascertain what actions schools could take—organizationally, educationally, and practically—to promote the conscious selection of non-sugared drinks in environmentally-friendly packaging.
**EXPERTISE**
In executing this campaign, we utilized our extensive knowledge in corporate sustainability communication, public affairs, and stakeholder relations to engage with the Minister of Education and public health stakeholders during preliminary discussions aimed at securing commitment to the ban on sugary soft drinks in secondary schools. We leveraged our client relations expertise to support this endeavor by introducing alternative ‘healthy’ beverages in schools while simultaneously creating new sales opportunities. Additionally, we applied our Product PR skills to raise awareness about the sustainability and eco-friendly aspects of carton packaging.
**ABOUT UPR**
This is the blog of UPR, a business and consumer communication firm. UPR is a prominent, full-service public relations and communications agency that provides expertise to established global brands, as well as emerging talent within the consumer, corporate, and lifestyle sectors. Actively navigating the evolving media landscape, we strive for relevance, efficiency, and innovation while ensuring our clients remain top of mind. To maximize cost-effectiveness and broaden impact, UPR concentrates on integrated campaigns and initiatives. Our team comprises passionate and knowledgeable individuals adept at crafting robust brand visions and executing strategic plans. We prioritize genuine partnerships that foster long-term client relationships, achieving consistent results, successful campaigns, and satisfied clients since 2001. Today, UPR maintains offices in Brussels, Antwerp, and Amsterdam.
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