Montezuma’s
Planet-Friendly
Chocolate Pop-Up
Premium Sector Sustainability
with Montezuma’s
Premium chocolate brand Montezuma’s has made a passionate commitment to sustainability. A highlight of its Waste Not Want Not campaign was a pop-up shop in London’s Covent Garden to launch the company’s 100% recyclable, compostable or bio-degradable packaging while providing a fully interactive experience on the challenges involved.
An edible 3D sculpture of an overflowing waste bin in the window provided a 24/7 reminder to make eco-friendly choices, left-over chocolate was gifted to sustainable restaurant, Ugly Butterfly, and visitors were encouraged to exchange disposable lunch containers – salad bowls, sandwich cartons and sushi trays – for bespoke chocolates disguised as food waste packaging.
The Stellar Strategy:
Chocolate Lunches
Montezuma’s message was deliciously simple – anyone can help the planet and enjoy chocolate at the same time. Our task was to generate publicity for the Waste Not Want Not campaign and drive footfall to the Covent Garden pop-up.
To create a pre-event buzz we sent recycled lunches crafted from chocolate to key media and influencers with details of the shop and the brand’s eco initiatives.
Our chocolate story proved there is a real hunger for positive eco news. At least 65 media representatives and influencers visited the Waste Not Want Not recyclable shop during the campaign, resulting in 54 editorial articles with a 310k print circulation and total online readership of 254 million*.
Highlights of this coverage included features from Sky News, Time Out, Hello, Yahoo, The Grocer and Convenience Store.
Campaign Highlights
Highlights included features by Sky News, Time Out, Hello, Yahoo!, The Grocer and Convenience Store News.
Montezuma’s enjoyed a 25% increase in online sales during the month of activation.
* Evaluated by CoverageBook
