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Carbon footprint campaign
Yara, a Norwegian company and the world’s leading producer of nitrogen fertilizers, has been committed for many years to sustainable development projects in Africa and to reducing the environmental impact of its industrial and agricultural activities. In particular, Yara has developed a catalyst to cut greenhouse gas emissions from its fertilizer factories by half. Following an initiative by the Swedish food industry to label food products with their carbon footprint, Yara wanted to get involved in this approach itself by offering a carbon footprint guarantee on its fertilizers. bb&b was asked to create the marketing campaign aimed at farmers and retailers in the Nordic countries. The headline “It’s crops I want, not CO2” really captures the frame of mind of the farmers to whom Yara supplies a solution allowing productivity to be combined with respect for the environment. The campaign was accompanied by a set of informative marketing material to explain the complex relationships between fertilizers, climate protection and food safety by analysing the life cycle of carbon. |
