Green Nature

Care since 2019 by:

  • REICHLUNDPARTNER advertising agency
  • REICHLUNDPARTNER Public Relations
  • REICHLUNDPARTNER Digital
  • SMC Social Media Communications

Distribution area of the campaign: launch in Austria, international roll-out planned

Initial situation

Green Nature – a sustainable product line

ALUFIX® products are an integral part of everyday life, both in the private sector and in the hotel, restaurant and catering industries.

The topic of sustainability is also playing an increasingly important role at ALUFIX®. Strict attention has already been paid to the selection of raw materials, short transportation routes, etc. Now, the long-established Austrian company headquartered in Wiener Neudorf is going one step further and launching a completely new product line called “Green Nature” in the fall of 2021, combining a broad sustainable range under one roof. The packaging and the launch campaign were developed by REICHLUNDPARTNER.

Strategy

On the way to more sustainability

When developing the “Green Nature” product line, ALUFIX® did not compromise on quality. The result is a product range that is sustainable and at the same time comfortable to use. Green Nature” will start with the popular top sellers, and is already researching further products. This continuous effort towards more sustainability also had to be communicated in the product appearance.

The Green Nature product line was launched under the ALUFIX® umbrella brand. In the first step, the focus was on B2B communication to place the new products in the trade.

With the introduction of Green Nature

  • a socially important topic can be occupied
  • offer retailers an attractive, sustainable product range
  • the traditional brand ALUFIX® is positively charged with a future topic
  • an additional product range to be listed with retailers and in the B2B area

Implementation

Memorable name & natural design

The positioning of the Green Nature product range under the ALUFIX® brand as well as the entire design of the sustainable line – naming, logo and packaging – were developed by REICHLUND’PARTNER, and the retail listing was supported by PR activities and talks, a social media campaign and a direct mailing.

The name “Green Nature” is a memorable commitment to an intact environment. Easy to understand and suitable for international use, it pays off in the high recognition value of the new product range.

Earthy colors, backgrounds with a natural look and hypo solutions that appear modern and clear despite a pronounced naturalness underline the sustainable character just as much as the cleanliness and freshness required in the food sector.