In early 2017 Henkel commissioned the creative communication of its “Safe Food Packaging Initiative”. What is it about? Mainly around Henkel’s innovative solutions in the field of adhesives and packaging – and, in general, the important issue of food safety. Our communication strategy involved the development of a statement that drew attention to the key images for the respective target groups: in development, packaging production and trade itself.
We not only develop the strategic focus on the issue of “food security”, but we also had to implement the campaign images directly. For example, the motives of the Food-Safe campaign were developed for several days in the packaging and supermarket company.
Based on a rhetorical question – mechanical in the headline – motives with protagonists, icons and texts clearly illustrate the importance of the “flat forgotten” adhesive. The resulting B2B advertising materials ensure the necessary awareness in the field of safe packaging – as a model for the entire food industry.