Tetra Pak: Protects What's Good in Myanmar

Tetra Pak cartons had been sold in Myanmar's cities for years, but the company had never run a communications campaign there. In a country where loose milk sold in the street or at wet markets was the default choice for many mothers, few people knew who Tetra Pak was or why its packaging kept food safe.

The three-month integrated campaign had to introduce the company, explain how it safely packages food and drink, and reach urban mothers with young children with practical knowledge about child nutrition and milk.

Ruder Finn Era led the full communications programme, beginning with the localisation of Tetra Pak's logo and its tagline, Protects What's Good, into Myanmar language. A key message led approach turned the company's educational and corporate information into content that spoke to mothers first.

From those messages the team developed videos with KOLs, ran media relations including a round table and a conference, published content marketing articles, managed digital media buying and brought everything together at a family day event, with the clear goal of raising awareness of food safety.