Hefty is proving its bags are more than strong—they’re sustainable too.
Hefty has enlisted the help of the World’s Strongest Man, Martins Licis, for its first sustainability-focused national campaign. The lighthearted initiative focuses on product durability and the brand’s tangible sustainability efforts. The first ad released for the campaign features Licis pulling a passenger plane while boasting about how many tons of hard-to-recycle plastics Hefty has been able to convert. Hefty has already converted 300 tons, according to the ad, equivalent to five airplanes. Hefty has also created 15-second and 6-second ad spots for YouTube that encourage viewers to click on a linked microsite, as well as Snapchat ads customized to make it appear as though Licis has shattered users’ phone screens. Hefty has some of the most viewed YouTube spots, according to a Gartner report on the topic, so it makes sense the brand would lean in to the platform for its latest campaign.
To further highlight sustainability efforts, Hefty is also promoting itsEnergy Bag program. The program helps people get rid of their hard-to-recycle plastics and has already resulted in the diversion of a million pounds of plastic from landfills, according to Hefty. Indeed, the campaign is on trend with consumer habits—shoppers are increasingly willing to incorporate sustainability into their lives, including going out of their way to invest in sustainable products and brands. In fact, brands from every industry have been establishing eco-friendly products, including those in the fashion, restaurant, and beauty sectors.
Hefty is promoting strong and sustainable products, assuring customers that it is fully on board with environmentally friendly trends, and possibly inspiring other home brands to embrace renewable goals.