CHUK, a compostable and eco-friendly tableware brand, is celebrating its uniqueness with its new brand campaign, “Eat Safe”. This Business-to-Consumer (B2C) campaign plans to reiterate the brand’s philosophy – “Eat Safe,” and teach consumers about the essential advantages of adopting sugarcane-residue-based tableware for a toxin-free and 100% safe dining experience.
The “Eat Safe” campaign’s central element is a film, meticulously developed through the efforts of CHUK’s in-house marketing team. With a humorous take that emphasises how safe CHUK’s tableware is, the film shows a man at a cafeteria being shocked at another man eating his disposable plate.
Looking around, he finds that almost everyone is consuming their disposable tableware. When asked why he’s eating his tableware, the man simply responds, “Because it’s safe.” The video highlights how CHUK’s tableware contains zero toxins or chlorine and is made from unbleached sugarcane pulp, making it perfectly safe to eat out of or, in this film’s case, eat.
Using this campaign, CHUK will consistently communicate this message across various platforms to garner outreach and engagement. Brands should partner with CHUK to incorporate compostable tableware to deliver a safe, toxin-free dining environment. Such partnership will promote sustainability while prioritising customer health in accordance with growing consumers’ demands for safe and sustainable options.
While the brand’s past campaign emphasised the advantages of sugarcane-residue-based tableware, the “Eat Safe” campaign adopts a bolder and more lighthearted approach, directly positioning CHUK as the uniquely safe and toxin-free disposable choice.
View this post on Instagram
Jagdeep Hira, India Business Head at Pakka on the launch said, “We are excited to introduce the “Eat Safe” campaign, a campaign conceived out of genuine concerns over food safety faced by many consumers on a daily basis, without even noticing it. Through the use of over-the-top humor and compelling stories, the campaign sheds light on the unseen risks of toxins such as chlorine and bleach in regular tableware. It’s not just about raising awareness, but also about making the message stick and encouraging action. With this compelling and authentic story, we want to ignite a movement toward safer, healthier food choices.”
