Melitta

The Melitta® brand stands for the skillful combination of tradition and modernity - with the goal of offering special coffee enjoyment in line with the times. For more than 100 years, the Melitta Group of Companies has revolutionized the preparation of the popular hot beverage over and over again: from the invention of paper filtered coffee in 1908, to the first filter for finely ground and vacuum-packed coffee in 1962, from the introduction of the first electric filter coffee machine on the German market in 1965, to the patented Aromapor® paper and today's Melitta® coffee filters, which is produced sustainably according to FSC standards.
Under the Melitta® brand, consumers today find everything they need for a really good cup of coffee: a wide variety of filters and coffee beans, Melitta® filter bags®, coffee pods, coffee machines, filter coffee machines, kettles, milk frothers and much more. And in more than 40 countries worldwide.

N. of trees planted 11.460
Beneficiary farmers 320
Forestry project Tanzania

Brief

On the occasion of its 111th anniversary, the company wanted to launch a special campaign, inspiring its customers with a social and environmental initiative, underlining the company's sustainability efforts. The project will be promoted on Melitta® Filter Bags®, which are produced in a sustainable way in compliance with the specifically developed Mission Eco & Care brand standards, and FSC and Blue Angel certified.

Concept

Melitta decided to plant 100 trees for every year of the company's life, thus financing a sustainable agroforestry project in Tanzania that supports small local farmers and their families. Through a dedicated online game, customers can win sponsorship of one of the trees planted and even a trip to visit the project, which includes a safari in the Serengeti.
The campaign is promoted through a European-wide on-pack communication and social media.

Created by Treedom

Competition

Design and implementation of the competition and management of the winners' trip in Tanzania.

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Web development

Design and implementation of the campaign website.

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Communication

Development of the concept, materials and communication strategy of the initiative.

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Media plan

Social media campaign package, including 10 social posts and short videos.

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Eco gadget

Creation of eco-gadgets as a gift for the company's business partners.

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Emissions estimate

Calculation and compensation of CO2 emissions caused by flights.

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Carbon footprint

false

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Copy/Storytelling

Graphics and copywriting for the entire campaign.

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Photo/Video

Two short films on the Tanzania project and cooperation.

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Jana Baumann
Brand Manager Melitta Germany Consumer & Trade Marketing

Our project with Treedom on the occasion of our 111th birthday is a particularly beautiful way to reflect on the spirit of the times. Today, consumers demand not only environmentally-friendly products and sustainable thinking, but also social commitment. With the planting of trees and guaranteeing an income for local families, Melitta is able to live up to its social responsibility as a trustworthy family company. The exclusive collaboration with Treedom is a great opportunity for consumers of Melitta® Filter Bags® to experience the project "live" and to win a trip to see the Melitta Forest Project for themselves.

Output of the initiative

melitta.treedom.net Campaign in progress until 31.12.2019

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