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.