Undertow Media and Better Burger create tasty campaign to shed light on fast food waste
Better Burger was created with all of the conveniences of a conventional fast food chain, but one that uses fresh, locally sourced ingredients and prides itself on its sustainable and environmentally-friendly packaging and practices.
The only fast food chain in all of Australasia with fully plant-based, compostable packaging, the Kiwi-owned and operated company needed to grab nationwide attention to announce the chain’s commitment to reducing fast food waste.
Earth Day proved a golden opportunity to promote Better Burger’s sustainable cred and Undertow Media’s concept to take compostable packaging to the extreme – by making it edible – was a newsworthy hook.
With a six-week lead time, Undertow Media researched and rigorously tested a number of edible packaging prototypes to find the winning solution.
Cue the company’s foray into national news… Better Burger took a stand for international Earth Day (Sunday 22nd April) by challenging its customers to eat everything on their plate, including the packaging, and it went down a treat.
Bespoke, Better Burger-branded, edible wrappers proved popular with media featuring on 1 News, The AM Show, Newstalk ZB, Radio Live and Herald on Sunday, amongst many others, ensuring countrywide attention for the chain and a healthy turnout on the day.
More than 500 customers were keen to take up the sustainable challenge, leaving the restaurant with empty bins and clean plates.
Better Burger has created a model that guarantees your fries were a potato 10 minutes ago, your locally made ‘honey’ bun was baked that morning and your patty was delivered fresh each day, with never a freezer in sight. Now, thanks to a very successful, topical media campaign, Kiwis know that as well as bloody good burgers, the packaging is better too.
- 51 pieces of coverage (across TV, radio, online and social media)
- Cumulative reach for the campaign was a whopping 6,485,591
- More than 26 minutes of TV/radio airtime