Huhtamaki Photography Competition

The brief

Huhtamaki required a cost-effective, novel way of enhancing their existing product image library, which would also raise their profile and maintain their strong position within the marketplace as being forward-thinking and innovative, not just in their New Product Development.

The Rawlingson Lane Action

It was decided that the "Capture The Cup Photographic Competition" would provide an insight into how consumers perceive packaging and generate images for use in Huhtamaki's internal and external communication materials.

The Competition was aimed at students because of their creativity, so tutors/course leaders were emailed an A4 double-sided flyer so as to be 'green' and eliminate the need for printing.

Based around a "taking packaging further" theme, the Competition required students to submit a striking, impactful image using Huhtamaki disposables to suit one of three briefs - "Beverages-To-Go", "Environmentally-Friendly BioWare" or "Food On-The-Move". Each brief incorporated a specific group of Huhtamaki products. A cash prize was an apt reward, so each category winner was awarded £500!

Rawlingson Lane Publicity managed the project, collated a list of establishments to target, wrote the copy, liaised with the designer and assisted with the layout.

The result

Huhtamaki were delighted with the success of the Competition, which provided some uniquely creative images for within editorial and advertising. The Competition won Huhtamaki the first-ever Foodservice Packaging Association (FPA) Marketing Award - an Award introduced to recognise the best planned, implemented and effective marketing campaign among FPA members. Judges were impressed by the Competition's creativity and originality, as well as the fact that the concept positively promoted single-use foodservice packaging. The Competition is certainly something Huhtamaki is likely to run again.

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Huhtamaki Photography Competition

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