Most Danes have a hard time placing pork in a climate-related context - that is a shame. Because this doubt means that the pig often ends up in a stall with other four-legged animals – even though the pig is three times as good as ex. an ox when it comes to the environmental footprint (per kg. meat).
Since 2005, Danish Crown has persistently worked on diminishing the environmental footprint. By, among other things, establishing certificate and control settlements with the farmers whose work-life evolve around producing pork to Danish Crown. Like other larger companies, Danish Crown has a vision of having a climate-neutral meat production by 2050. Although, it was found that while the climate footprint has become increasingly important in choosing meat, Danes are already becoming tired of companies setting big goals without anything to support them. Instead, consumers are seeking concrete initiatives communicated at eye level.
SOLUTION: “Climate-controlled pork”
To create recognition from various media to the product packaging, we made the "climate-controlled pork" a clear sender through a distinct stamp. Depending on media premises and time, we then translated the underlying concrete climate initiatives on the climate-controlled farms into awareness-raising and engaging communication - ex. the conversion of pig manure into biogas and fertilizer on the fields.