Purpose Awards EMEA 2021: Brand Led - Best Environmental Cause Campaign

WINNER: The Climate Store by Prime Weber Shandwick for Felix.

Purpose Awards EMEA 2021: Brand Led - Best Environmental Cause Campaign

Swedish food brand Felix wanted to find a new way to actively encourage customers to purchase sustainably. It also wanted to raise awareness of Its climate-supporting measures, such as adding 'Low Climate Impact' labels to relevant products and its investment in developing climate-friendly, vegetarian ready meals. It wanted to reinforce its climate-supporting measures among 30-40-year-olds with young children in particular, its most important demographic.

Research carried out by Felix showed that consumers were keen to make climate-friendly
food choices, but said they needed detail on a product's environmental impact to do so, an
element that was in short supply in stores.

Felix created 'The Climate Store', giving shoppers better information on the climate impact of
Felix products and, in the process, demonstrating how easy it is to make climate-friendly
choices when products are clearly labelled. This was The Climate Store concept, the world's
first grocery shop in which the 'price' of food would be based on its carbon footprint.

Despite restrictions on visitor numbers owing to the Covid-19 pandemic, The Climate Store
ignited a conversation on sustainable shopping on social media, with comments from
shoppers, influencers and the media extending the coverage well beyond Sweden. People
made repeat visits and the campaign helped to change behaviour, with Felix's popular
meatballs left on the shelves in favour of a plant-based alternative that sold out.

The campaign garnered international coverage and acclaim for Felix's educational approach,
helping customers understand the 'real' cost of the food they eat.

  

Highly Commended

Giffgaff Gives Back by Havas Media for Giffgaff

Giffgaff wanted to raise awareness of the issue of e-waste and encourage people to recycle
and reuse their old mobile phone handsets. Its 'Check Your Drawers!' social partnership with
LaDbible prompted people to check for any old phones they had lying around at home.
Short-form videos starring musician Manga Saint Hilare ran across LADbible's Facebook,
Instagram and YouTube channels, drawing attention to the e-waste issue and how a circular
phone economy will make a difference to people and the environment. People were
encouraged to refurbish, recycle or gift their old phone for good by donating to charity.

 

Finalists

A Norwegian Powerhouse by BBC StoryWorks for Skanska

Supercharging EV uptake: Unveiling the UK's first Electric Forecourt by Greenhouse PR for GRIDSERVE

Youth Against Carbon by Third City for Zurich UK

Look, Smell, Taste, Don't Waste! by Too Good to Go

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