In celebration of Earth Month, Kruger’s sustainability-focused household paper products brand Bonterra and Volkswagen have teamed up to inspire Canadians to adopt small, sustainable habits that contribute to a more environmentally conscious lifestyle.

The brands’ new campaign, “Driving Good Together,” showcases their mutual commitment to environmental sustainability through a series of pop-ups, a national contest, in-store promotions and influencer engagement in Ontario and Quebec.

Creative is handled by Broken Heart Love Affair, paid media by Wavemaker, public relations by North Strategic and in-store marketing by TreeTop Marketing and Promotion.

Susan Irving, chief marketing officer of Kruger Products, tells strategy that the idea behind the campaign was to go beyond showcasing eco-friendly products through creative ads, and instead drive tangible change in consumer behaviour. By combining in-store promotions with engaging pop-up experiences, Irving says the company aims to persuade consumers to adopt sustainable habits like purchasing the brand’s sustainable products.

“We’re looking to target Canadians across the country which is why we’ve made this contest national,” Irving says. “It’s a chance for anyone looking for more ways to be sustainably-focused in their daily lives to get involved, without needing to make huge changes to do so.”

The team also recognized a natural fit with Volkswagen, which. Irving says the partnership’s commitment to a more sustainable world has been proven by on-the-ground activations and the introduction of its new all-electric ID in the country.

Both brands will run the activations during the month of April throughout the GTA, including locations at The Well, Sobeys, Longo’s, Metro and Loblaws. The activations will feature pop-up installations where consumers can personalize Bonterra-branded tote bags designed by Toronto-based artist Nessa Lilly, receive product samples and coupons from Bonterra and see Volkswagen’s new ID. Buzz electric van, which will feature custom Earth Month vinyl wraps.

As part of the national contest, consumers can also participate for a chance to win an ID. Buzz with the purchase of any Bonterra product from participating retailers in Canada.

According to Irving, the activations build on previous Bonterra initiatives focused on the environment in the country, such as last year’s activation on Toronto’s waterfront to raise awareness of its commitment to the 4ocean organization to remove 100,000 pounds of plastic from the ocean. She says that the brand has found success with these types of initiatives, which showcase Bonterra’s aim to “feel good and do good,” while also demonstrating how the brand seeks to make the world a better place through new environmentally sustainable products.

“It’s a chance to get in front of the consumer and show that together we are making small acts for a better planet,” she says.