For the Appleton, Wisconsin company, Celery proposed a brand strategy based on educating its audience of paper buyers about sustainability issues. While conveying Fox River Paper’s environmental leadership, the brochure and quarterly zine teach how to discern and specify environmentally beneficial papers.
The campaign’s goal is to merge substantive consumer education and direct sales messages with long-term brand building. The initial brochure proposed ten direct actions buyers could take to help reduce the environmental impact of paper purchases. These were organized into four sections — Fiber, Water, Energy, and Paper — that referenced the major environmental issues relating to the paper industry.