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Princes goes plastic free

How we helped Princes reveal their new, fully-recyclable packaging.


Creative - Strategy



Real truth


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Princes have been feeding families for over 100 years.

As a major food and drink brand, they wanted to lead the way in sustainability. Improving their impact on the planet to protect those families for generations to come.


Real connection


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Princes could already trace every can of fish back to the boat it was caught on.

But there was another problem. Packaging. So we helped Princes ditch the plastic. Through TV, social, and print, we revealed their new, fully-recyclable packaging. Making their commitment to a more sustainable future crystal clear. Saving 96 tonnes of plastic in the process. A small step with a big impact.

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Real results


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4.1 million new customers

Over £1.5 million sales

16% uplift in brand fame

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