Household paper products brand Bonterra has launched a new campaign designed to educate Canadians about the brand’s efforts to improve its environmental impact.

The brand’s colourful new animated campaign, developed with support from Broken Heart Love Affair, touts the brand’s plastic-free, recyclable packaging and responsibly sourced products, all in service of helping the environment.

Bonterra is a Kruger Products brand that launched in Canada in 2022 to offer a sustainably focused line of household paper products like bath tissue, paper towel and facial tissue. The brand’s pitch to consumers is that it considers product development, manufacturing, packaging, design and partnerships in its focus on sustainability.

The new campaign further underlines the brand’s commitment to sustainability in its branding and products, with the goal of encouraging consumers to see buying their products as a way that they can also contribute to sustainability efforts.

“We want consumers to know that even the smallest actions can make a real difference, especially when we make them together,” Kruger Products CMO Susan Irving said.

The new campaign also highlights the brand’s partnership with 4Ocean, which funds initiatives to remove plastic and trash from the oceans, equivalent to the weight of 4.5 million plastic water bottles each year.

“With this new campaign, we wanted to empower consumers to feel good in the knowledge that their decision to support Bonterra and purchase its products will contribute to a bigger, more meaningful effort to protect the planet for current and future generations,” Irving said.

Upon the campaign’s launch, it will include social assets for Whole Foods including addressable videos and static assets for Meta platforms Facebook and Instagram, as well as indoor and outdoor DOOH. The campaign will also include addressable videos for social on Meta, addressable banners for display, and addressable YouTube and OLV.

The new campaign comes as Bonterra has also announced a couple of activations to further underline its message of sustainability.

The brand has launched an immersive activation at the Canada Science and Technology Museum, tied to the “Oh Crap! Rethinking Human Waste” exhibit that it sponsors.

The activation places eight brightly coloured toilets in the museum’s lobby, reimagined as comfortable seating. Each toilet showcases a different fact about Bonterra products that highlight the brand’s environmental impact, and its partnership with 4Ocean. The exhibit and the activation runs until Jan. 5, 2025.

Bonterra is also introducing an interactive mural to Toronto’s Harbourfront this week. The artwork shows an underwater scene covered with stickers, with visitors able to “recover ocean plastic” by removing stickers to learn about Bonterra’s sustainability efforts. 

The brand worked with Publicis Sports and Entertainment to create and place the mural, which will be open to the public at Toronto’s Harbourfront Centre on Aug. 17 and 18.