We Set the Record Straight on Pizza Box Recycling

We partnered with eco-conscious influencer and author, Kathryn Kellog, to clear up common recycling misconceptions via a national broadcast opportunity.

Overview

Amidst sustainability push, recycling confusion persists. With Americans devouring 3 billion pizzas annually, that leaves 600,000 tons of boxes up for debate. Super Bowl LVII offered a prime opportunity to make a stand for the environment.

Our Solution

From creative spark to influencer procurement and block-and-tackle PR, we brought to life a segment on GMA3 featuring environmental activist and founder of Going Zero Waste, Katherine Kellogg. Tying to the Super Bowl, known for single-use paper goods and pizza, the spot dispelled misinformation around paper products that do belong in the recycling bin.

Results

The educational segment resulted in increased awareness around pizza box recycling and misinformation, clocking a viewership of 1.6M and 432M impressions. The segment also served as a springboard to the brand's continued partnership with Kathryn Kellogg and leveraging her influence in the recycling space to spark real change.