IPER (Retailer, Fresh Food Packaging)

CREATIVE MARKETING WITH NATURE-BASED PACKAGING

Customer
IPER—one of the largest hypermarket chains in Italy—first launched packaging made from NatureWorks® polymer in 2002 to bring new attention to its fresh food products. All 22 IPER hypermarkets now sell a broad range of produce, fresh pasta and salads, and other delicatessen items in the nature-based packaging. IPER also uses paper bread bags with film windows made of NatureWorks polymer.

Challenge
Drive customer acceptance of foods packaged in NatureWorks polymer by promoting the offering with a “fresh-in-natural” message: customers deserve fresh, wholesome foods in packaging that also comes from nature. Position IPER as an industry leader for using nature-based packaging to differentiate its fresh food products.

Solution
NatureWorks LLC partnered with IPER to develop a multi-level communication campaign to increase customer and industry awareness of the chain’s use of NatureWorks polymer. IPER initiated an in-store advertising campaign that incorporated some creative and fun promotions to draw customer attention to the packaging:

Banners and posters to attract customers to the fresh products in packaging made from NatureWorks polymer.
Printed messages on film lids to make it highly visible to consumers.
Leaflets explaining how corn (maize) becomes NatureWorks polymer and how it can be composted and returned to nature.
Walking, talking ears of corn (maize) helped shoppers immediately realize there was something new and exciting in store for them. The mascots also taught customers that what looks like ordinary packaging is actually made from corn (maize).

NatureWorks LLC supported the campaign with messaging and by focusing trade and consumer media efforts on IPER.

Results

The “fresh-in-natural” marketing strategy is paying off for IPER. Strong consumer response and good sales have led IPER to expand its use of NatureWorks polymer chainwide, as well as add new applications and uses throughout its stores. IPER continues to expand the number of food items in packaging made from NatureWorks polymer, most recently for its store brand Patto Qualità products.