Marketing & Sustainability with Alexander Burger
In a world where sustainability is increasingly important, companies face the challenge of aligning their marketing strategies with these evolving demands. How can companies effectively communicate their sustainable values and still deliver effective marketing campaigns? To shed light on this crucial issue, we have brought together an esteemed expert in the field of marketing and sustainability for an enlightening discussion; Alexander Burger, Director Marketing of RECUP.
Discover first-hand the innovative approaches and proven strategies that Recup is using to authentically communicate its sustainability message while increasing its market potential. Get ready for valuable insights that will enable you to shape the future of sustainable marketing.
RECUP IS A COMPANY THAT IS FULLY COMMITTED TO SUSTAINABILITY IN ITS PRODUCTS AND STRIVES TO ADOPT SUSTAINABLE PRACTICES IN ITS MARKETING. DO YOU FEEL THAT ADVERTISING AND SUSTAINABILITY ARE SOMETIMES IN CONFLICT? HOW DO YOU ENSURE SUSTAINABILITY IN YOUR MARKETING STRATEGIES?
Advertising and sustainability do not have to be mutually exclusive, but it can be challenging to create sustainable advertising, for example by being more careful in the choice of partners, raw materials and materials, or by potentially incurring higher costs.
We are careful to make the right choices when it comes to our marketing activities. For example, we had our latest RECUP shirts, which are only intended as merchandise for employees, produced by the sustainable startup Popeia. We also source our printed materials from an environmentally friendly printer. One of our upcycling highlights came after one of our big poster campaigns: We had 50 backpacks and 200 hip bags made from the giant posters used in our Good vs. Evil campaign, allowing us to consistently implement the circular concept of our system in the campaign.
WHAT IS IMPORTANT TO YOU WHEN CHOOSING PARTNERS FOR YOUR MARKETING EFFORTS? HOW CAN AGENCIES LIKE DFROST HELP YOU INTEGRATE SUSTAINABILITY AND ADVERTISING?
When working with partners, we prioritise establishing a shared understanding from the outset that the concept of circularity is paramount and should be included in all considerations and planning. We focus on the location of production, sustainable production methods, the use of environmentally friendly materials and the reusability or durability of the end products.
DFROST has helped us to design a stand that meets these criteria, is modular, flexible and above all durable. We are very satisfied with the result and are happy to be well equipped for all future exhibitions and events in the coming years.
WE HAD THE OPPORTUNITY TO WORK WITH YOU ON THE DESIGN AND IMPLEMENTATION OF A NEW SUSTAINABLE EXHIBITION STAND THAT CAN BE REUSED FOR ALL YOUR EXHIBITIONS. WHAT CAN YOU SAY ABOUT WORKING WITH DFROST AND HOW HAS THE RESULT OF OUR COLLABORATION FURTHER ENHANCED YOUR BRAND?
With DFROST we immediately found common ground in terms of awareness of the circular economy concept and understanding of our system. In addition to sustainability, we wanted the stand to fully represent and showcase our brand and system: bold, eye-catching and established, but also accessible and straightforward. Feedback from previous fairs confirms that we have achieved this. This has been made possible by a highly constructive exchange, efficient project management and an equal partnership that does not end with the completion of the fair booth. We are delighted to have DFROST at our side for the planning of our next exhibitions.
IN ADDITION TO YOUR ACTUAL CUSTOMERS, THE RESTAURATEURS, THE END CONSUMERS WHO USE YOUR PRODUCTS ARE ALSO VERY IMPORTANT TO YOU. WHAT APPROACHES DO YOU TAKE TO BE VISIBLE TO THE END CONSUMER IN THE PHYSICAL SPACE?
That’s right, the end consumer is at the heart of our system and our mission to eliminating single-use items. One goal is to achieve a high rate of reusable items in the gastronomy sector. We achieve this by establishing reusability as a standard in society. We create demand in the gastronomy sector through a pull effect, while at the same time providing the final push at the point of sale (usually the counter) through visibility and awareness. To achieve this, we use product displays, stickers, signage, screen videos or, for example, the integration of reusable options into order terminals, as seen at Burger King.
We are also visible through our out-of-home campaigns in public spaces and hospitality venues.
»In DFROST we have found a partner who shares our motivation to act sustainable. With their expertise, they offer us the perfect support in the conception and implementation of a resource-saving staging of our brand in physical space.«
Alexander Burger, RECUP