How Melitta is talking sustainability in store aisles

Melitta is urging buyers to “choose better,” as it takes its environmentally-friendly positioning in aisle to connect with consumers.

The better-for-the-planet messaging is coming to retail across all major grocery stores, heroing the company’s efforts around coffee filters.

There are pre-pack display shippers with its top selling bamboo cone filters, which is the raw material used for some of Melitta’s paper filters, so as to use less tree-based cellulose.

Materials also show various certifications Melitta has earned across its filter products. Melitta’s 100% compostable cone filter varieties have been newly third-party certified by the Forest Stewardship Council (FSC) and the Biodegradable Products Institute (BPI). The BPI seal, now visible on its White, Natural Brown and Bamboo cone filters, is a recognized standard for compostability, the company says.

According to Lori Brick, Melitta Canada’s marketing lead, consumers want to make better choices for the planet. “And we believe that businesses play a crucial role in ensuring they are able to do so,” Brick says. These certifications, she says, ladder back to the coffee brand’s “choose better” messaging and helps make buyers feel good about their purchasing decisions.

“We are the number one national brand in filters, and that’s a big component of our business,” Brick says. “We are targeting all coffee drinkers who want to make a better choice for the planet.” She says the campaign is meant to resonate with millennial and Gen Z consumer, who support brands that align with their values.

There are also permanent display racks at Walmart, which talk about choosing better filters, and which are located in the small appliance section. On header cards, there is a QR code and a landing page that describes the company’s sustainability efforts, like the fact that all its cardboard, corrugated, plastic and paper waste generated in its New Jersey plant is recycled.

Brick tells strategy the campaign aligned with when its products are coming to market, and coincided with National Coffee Day on Sept. 29.

Milestone Integrating Marketing is providing support.