British brewery Beavertown has teamed up with the Campaign Against Living Miserably (CALM) to launch a limited edition crisps pack. The crisps are packaged in compostable packaging from Futamura and contain conversation starters on mental health.
In a unique campaign, the brewery has enlisted the help of handmade crisp brand SMUG to develop an original flavour and implement the production process with its partners - crisp manufacturer Yorkshire Crisp Company and compostable packaging experts Parkside. Each pack contains on the Mental health conversation starters printed on the inside of the laminate material, that are designed to open up conversations about mental health. The „Open Up“ concept was developed by PR agency Here Be Dragons. Developed by CALM, these ice-breaker questions are designed to encourage deeper conversations between friends: Questions like „What gets you through tough times?“ and „If you could give your younger self one piece of advice, what would it be?“. This stems from a study conducted by CALM, which found that more than half (56 per cent) of people in the UK claimed to be „okay“ with not talking about their own mental health.
The packaging is a compostable solution from Parkside Flexibles' Park2Nature range. The high-performance laminate consists of compostable cellulose films with a high barrier, NatureFlex films, which are produced by Futamura can be purchased. The packaging not only provides the barrier performance required to protect the intense flavour and pleasant crunch of the crisps, but is also compostable in both domestic and industrial environments. The finished packs with printed motifs on the outside and inside are certified as compostable by TÜV and OK Compost. certified. It complies with the EU standard EN13432 for the recycling of packaging through biodegradation and composting.
„We are delighted to have worked on this design for Beavertown Chips and to have been able to contribute to this mental health campaign. Beavertown Chips are the natural invitation to start sharing in a relaxed way right in the pub. A great idea if you ask me!“
Mark Shaw, Sales Account Manager at Parkside
Andy Sweetman, Sales and Marketing Director at Futamura, says: „We're delighted to be involved in our own small way with such a brilliant initiative to help ethical packaging be used in such an innovative way.“ The new Open Up Chips will be available in more than 260 pubs available throughout the UK including London, Birmingham, Manchester and Edinburgh. Participating locations will also be handing out free packs of the crisps on Mondays, Tuesdays and Wednesdays.
Source: Futamura
