The campaign helps to increase awareness of the plastic packaging crisis and communicate the supply chain, cost and environmental benefits of Ranpak’s sustainable e-commerce packaging solutions
Ranpak Holdings, a global environmentally sustainable, paper-based packaging solutions provider, announced the launch of its B2B digital marketing campaign, which calls on direct-to-consumer (DTC) e-commerce brands to “Box Better with Ranpak’s sustainable packaging solutions.”
Ranpak’s mission is to deliver sustainable packaging solutions that help improve supply chain performance and costs, reduce environmental impact, and support a variety of growing business needs globally. Aligned with Ranpak’s mission, the campaign will engage DTC brands to increase awareness of the plastic packaging crisis and communicate the supply chain, cost and environmental benefits delivered by Ranpak’s sustainable e-commerce packaging solutions.
Developed with Ready Set Rocket, a leading NYC digital and creative agency, the campaign will place the spotlight on the DTC customer by leveraging their unique stories to showcase Ranpak’s ability to support and differentiate their business offering. The campaign will rollout via social and digital channels, including LinkedIn, display advertising and paid search, to target key DTC decision makers with the highest propensity to consider Ranpak for their sustainable packaging solutions.
Prior to COVID-19, retail e-commerce sales as a percent of total retail sales in the U.S. were growing steadily and expected to reach 12.4 percent in 2020, according to Statista. In the current and post-COVID environment, e-commerce sales are expected to garner an even greater share of total retail sales globally as consumers increasingly purchase products online to practice social distancing with more convenient online shopping options.
“With the continued growth trajectory and acceleration of e-commerce due to long-term secular tailwinds and COVID-19, increased packaging waste, especially plastic, is inevitable without cost-effective sustainable packaging solutions,” said Omar Asali, Chairman and Chief Executive Officer of Ranpak. “Our campaign seeks to engage DTC brands and position Ranpak as a significant upgrade over the current non-sustainable plastic or foam packaging used by many brands for their e-commerce business. Our targeted digital advertising will raise awareness of Ranpak among DTC decision makers to communicate the benefits our paper-based solutions can deliver to their e-commerce business – specifically, improving supply chain performance and costs, and reducing environmental impact by replacing traditional packaging with a sustainable alternative.”
In the United States, plastic packaging alone accounts for 47% of the estimated 6.3 billion metric tons of plastic waste generated from 1950 to 2015, of which only about 9% was recycled and 12% incinerated, with fully 79% left to occupy landfills or pollute the natural environment for hundreds of years. The world is generating more and more plastic each year, with an estimated 430 million tons created in 2018 – and plastic recycling rates are dropping.
Asali continued, “Sustainability is embedded into Ranpak’s DNA and is at the core of what we do internally and for our customers. Our paper packaging is renewable, biodegradable and curbside recyclable – attributes that are driving DTC purchasing decisions as consumers are increasingly demanding sustainable packaging to align with their priorities and values. With the launch of this campaign, we are investing in our growth to capitalize on the significant global opportunity we have to help DTC brands improve their supply chain performance and costs, and build real credibility into their sustainability story and brand positioning – enabling DTC brands to truly resonate with consumers and build long-term brand loyalty.”
In 2019, Ranpak produced over 120,000 metric tons of paper packaging material. Most of this paper will be recycled and the small amount that is not recycled will naturally biodegrade, resulting in 120,000 metric tons of packaging that was not plastic and 120,000 metric tons of packaging that will not pollute waterways and the natural environment.
Source: Company Press Release