hEFTY REYNOLDS

STAMPEDE

The Situation

We were tasked with developing a campaign to convince existing paper users​ to switch to Hefty Compostable Printed Paper ​plates. Even though most households have used paper plates, there’s a lot of conflicting feelings toward them​. They care about putting effort into cooking, not into cleaning up​. And they accept it’s not the most eco-friendly, but it saves them some stress​. We’ve gotten used to accepting trade-offs​ but we believed there was a better way.

The Solution

Better products make better choices easier​. So we aimed to imagine how people would react if they knew that Hefty now had a better paper plate solution that came without making tradeoffs.