Tetra Pak: Making Food Safety Fun for Myanmar Mothers

Tetra Pak's business depends on consumers trusting what is inside the carton, yet the science behind it, Ultra High Temperature treatment and aseptic conditions, is complex and technical. In Myanmar, where loose milk from markets was still the norm for many families, that understanding was thin.

When Tetra Pak appointed Ruder Finn Era as lead agency, including social media management, the task was to bring those subjects closer to Myanmar mothers in a way that was compelling enough to keep them engaged over time.

The team built the social media strategy on carefully curated messaging pillars: the nutrition of milk products and their role in children's diets, food safety education, and the convenience of packaged products for mothers and children, among others.

Every Facebook post was created and designed to make Tetra Pak feel fun as well as educational, with a steady stream of formats and social content chosen to stay relevant to the audience's daily concerns rather than to the company's technology. The programme ran as part of the lead agency retainer, alongside the company's PR, KOL and event work in Myanmar.