Bonterra Household Paper Encourages Canadians to Do More Good Together

Bonterra, an innovative and sustainably focused line of household paper products, has launched an uplifting new campaign aimed at educating Canadians about Bonterra’s environmental benefits and empowering them to take action to make a difference - together.

Launched in 2022, Bonterra offers consumers environmentally focused options for bath tissue, paper towel, and facial tissue so we can all start small at home making environmental change. It was created with a thoughtful approach to sustainability that considers everything from product development to manufacturing, packaging, design, and partnerships. By caring about the origins of the materials it uses in its products and their impact on the world, Bonterra hopes to set an example in the paper products industry and prove that sustainability doesn’t mean sacrificing quality.

In the vibrant new campaign with support from creative agency Broken Heart Love Affair, consumers are encouraged to buy Bonterra’s responsibly sourced household paper products in plastic-free, recyclable packaging to do their small part for the planet. The messaging highlights how Bonterra’s commitment to sustainability through its products, packaging and partnerships ensures that consumers who support the brand can be reassured that their actions always have an impact.

“We’re excited about this new campaign and how it will help Canadians understand how Bonterra is doing its part to make the planet a better place and how they can too by making the simple decision to purchase these sustainably focused paper products,” said Susan Irving, CMO of Kruger Products. “We want consumers to know that even the smallest actions can make a real difference, especially when we make them together.”

The new campaign’s assets also highlight the brand’s partnership with 4ocean, which funds initiatives to remove plastic and trash that is equivalent to 4.5 million plastic water bottles by weight from oceans that have been contaminated every year.

“While most people want to live more sustainably, sometimes it can be difficult to know where to begin or if your individual actions are even having an impact,” said Irving. “With this new campaign, we wanted to empower consumers to feel good in the knowledge that their decision to support Bonterra and purchase its products will contribute to a bigger, more meaningful effort to protect the planet for current and future generations. For once, doing right by the planet is an easy decision because Bonterra is prepared to do the hard work for you.”

At launch, the campaign will include social assets for Whole Foods, including addressable videos and static assets for Meta Feed and Story (Facebook and Instagram), as well as indoor and outdoor digital out-of-home advertising. In Q22024, the campaign will include addressable videos for social on Meta Feed and Story (Facebook and Instagram), addressable banners for display, and addressable YouTube and online video.