Case study
How Tetra Pak reached a new audience with its unique insights and research
The goal
To position Tetra Pak as innovation leaders and share their research insights with a new audience
Tetra Pak are a leading food processing solutions company with a strong commitment to sustainability. Since their inception, they’ve prided themselves on being disruptive innovators in the packaging and ingredients space, “protecting what’s good” in food.
Our first collaboration with Tetra Pak came in 2020. Following the publication of their annual consumer behaviour index, Tetra Pak wanted to share their research insights on the changing landscape of food and nutrition.
Following a successful collaboration, they asked us to help showcase their expertise in the plant-based ice cream niche again in 2021, a lucrative new market forecast to hit $24 billion in the coming year.
Food Matters Live’s expertise and influence made us the perfect platform to share their research with a global audience of in-market professionals, increasing brand awareness and establishing their thought leadership status.
Tetra Pak sought Food Matters Live’s help once again in 2022, tasking us with a dual mission; firstly, they wanted to publicise the results of their annual sustainability report and secondly, they wanted to discuss their recent collaboration with NOW enzyme, a digestive supplement company. The Food Matters Live podcast allowed Tetra Pak to cement their green credentials and position themselves as innovation partners.
What we did
To-date, Tetra Pak have commissioned four episodes with Food-Matters Live. On each occasion, our agile team of podcasting experts tailored the episode format to meet Tetra Pak’s goals at that time.
In 2020, Tetra Pak decided they wanted to create two distinct episodes exploring the changing consumer landscape: one looking at emergent trends post-pandemic and another on the growing demand for plant-based, healthy and sustainable ice cream. A panel setup empowered them to share their research insights and position themselves as a forward-thinking industry leader.
Fast forward to 2022 and Tetra Pak sought our expertise once more. The result was two unique episodes, one bringing attention to Tetra Pak’s impeccable sustainability record and another spotlighting their partnership with NOW enzyme, a pioneering digestive supplement company. Both episodes enticed listeners with a provocative question, setting the stage for Tetra Pak’s experts to shine.
Conclusions
Over four partnered episodes, Tetra Pak spotlighted their cutting-edge research and insights to an engaged audience of food professionals spanning 20 countries.
By doing so, they established thought-leadership status, cemented their green credentials and positioned themselves as attractive innovation partners to potential clients.
A multi-channel promotional campaign utilising email, social and website resulted in 1900+ cumulative listens across the series, a 90% better performance than podcasts listened to globally.
In their own words
The Food Matters Live podcast is a fantastic way to add to a campaign, share insights or discuss hot topics amongst experts. The team are helpful, efficient and flexible which is why I have regular dialogue with them and have already published several podcast interviews with great success.
Jane Jarosz, Public Relations, TetraPak
