Redhead PR has been briefed to generate awareness of the advantages of the compostable plastic bottle, which will initially be sold in Waitrose supermarkets.
The bottle launched this Monday, and agency MD Sara Tye said the campaign would aim to build the firm’s profile throughout the year.
‘As well as the national press, we will be targeting sector-specific media and food titles,’ said Tye. ‘The fact that the bottle is biodegradable obviously gives it an environmental slant, but it’s a consumer product, so there’s a business edge, too.’
Redhead is seeking to use celebrity endorsement and to sponsor music festivals.
A priority message will be highlighting the millions of plastic bottles sent to landfill sites and the length of time they take to decompose.
Plastic bottles take hundreds of years to break down – and more than 500,000 tonnes worth are buried in the UK every year.
Belu’s bottles are industrially compostable in eight weeks, but will also decompose naturally. The bottles also contain none of the ‘leach’ chemicals highlighted by Germany’s University of Heidelberg. In March, a report said certain chemicals used in some bottles could contaminate their contents.
Redhead will also raise awareness of how proceeds from UK sales are used to provide sanitation in the
Indian state of Tamil Nadu.