Brownes Dairy launches the most environmentally friendly cartons in Australia
Brownes Dairy, an iconic West Australian brand, has announced its latest step to lead sustainability in the dairy industry with the change to more environmentally friendly cartons.
In 2019, Brownes transitioned all their range of milks from traditional into plant-based cartons, which are fully renewable and have a 16% lower carbon footprint. They have now evolved their sustainability credentials further, with unbleached craft cartons. The eye-catching packaging is a natural brown colour which requires less processing. These cartons are also lighter than previous cartons, meaning less material is used to pack the same amount of nutritious milk. The newly launched 1L cartons can be found in all stores now in WA and at selected Woolworths stores nationally.
Nicole Ohm, General Manager Marketing, Brownes Dairy, said: “Recognising that we have our work cut out to lead in sustainability in dairy, packaging is a tangible way people can be empowered to play their part. When it comes to our innovation that’s better for the planet, we hope our competitors will follow!”.
The Brand Agency media team have worked with Brownes to develop a campaign that will highlight the sustainability credentials of Brownes Dairy and the positive change that they are paving for the dairy Industry nationally.
Angela Naaykens, Head of Media and Analytics, The Brand Agency, said: “We love working with clients that are pushing the boundaries in innovation and sustainability, so this was a dream brief to start our new relationship with Brownes. They are a dynamic client who are keen to embrace new media solutions, which has our team incredibly excited to work with them.”
The campaign goes live across Australia in late-May with, outdoor, social, and digital. Creative was developed in house by the client and media managed by The Brand Agency.
Credits
Client: Brownes Dairy
General Marketing Manager: Nicole Ohm
Senior Brand Manager: Jacqui Kay
The Brand Agency
Head of Media and Analytics: Angela Naaykens
Media Planner: Tom Trefry
2 Comments
Love the change to reduce Brownes’ carbon footprint and reliance on fossil fuel-reliant plastic.
Out of curiosity, do commercial waste recycling centres consider these cartons as ‘clean cardboard’ or is it more suitable for compost (FOGO) due to the plant-polymer lining? And are there plans to expand this to 2-litre cartons? (Works for OJ, maybe it could for milk!)
Hi,
Thanks for your question. We have worked very closely with the Material Recycling Facilities to ensure that these cartons are accepted as kerbside recyclable. At end of life of these cartons, the plant based polymers behave in exactly the same way as the fossil fuel linings of regular cartons. The innovation lies in the fact that they are made from fully renewable plant based materials. In other great news, an onshore recycling facility for both clean and foil lined Tetra cartons will be opening in Q3.
We’d love to extend this to 2L. It would require significant capital investment so we need to see how well these cartons are adopted to be able make the case.