Page 29 - Demo

SBTI VALIDATES FERRERO’S CLIMATE GOALS Ferrero announced in December that the independent Science Based Targets initiative (SBTi) had validated its climate goals. By 2030, Ferrero says, it aims to halve all emissions from its owned operations (Scope 1 and 2 according to SBTi criteria), and has committed to reducing emissions by 43 per cent for each tonne of product produced across all scopes. Both targets use 2018 as a base year. The SBTi has also approved Ferrero’s target on reducing emissions from its owned operations as being in line with the goal to limit global warming to 1.5C. The SBTi is a collaboration between international non-profit organisation CDP, which helps companies and cities disclose their environmental impact, the United Nations Global Compact, World Resources Institute and the World Wide Fund For Nature. To date, more than 1000 companies across the globe are said to have joined this “world-leading” initiative. Ferrero’s 1.5C-aligned target is the most ambitious designation currently available through the SBTi process. In order to achieve its first target, Ferrero says it has developed a set roadmap to reduce emissions from plants, warehouses and main offices. The path for all Ferrero’s global operations includes the transition to electricity coming from renewable energy sources only. Ferrero claims it has already achieved this in Europe, where 100 per cent of its electricity bought from the grid is certified renewable, while globally, 64 per cent of the electricity Ferrero buys today is certified renewable. For Ferrero’s second climate target, which also involves Scope 3 emissions, the company will work with its suppliers to reduce emissions, rethinking solutions with lower carbon impact and developing new products. Ferrero Chief Sustainability Officer Mario Abreu says the company has joined a common effort of businesses that follow a science-based trajectory to tackling climate change. “It’s our responsibility as industry to be part of the solution by limiting our emissions and working together with all partners in our supply chain,” he said. “We thank the SBTi for reviewing our climate targets and counting us among those companies that follow the most challenging roadmap.” MARKETING MIX HI-CHEW EXPANDS AD CAMPAIGN TO TV Confectionery brand Hi-Chew is rolling out a new advertising campaign on streaming TV channels in Australia. The brand will also add YouTube in Australia and New Zealand to the “hit” campaign that has been running on Facebook and Instagram since October. According to Hi-Chew, the campaign will focus on an animated video titled ‘Fruit wrestlers’, with social media platforms featuring new creative executions. “Young people are the heart of our market, and these media are best for reaching them,” said Terry Kawabe, Managing Director of Morinaga Asia Pacific Co, which distributes Hi-Chew. “The digital campaign we launched in recent months has achieved success beyond my dreams, with over 500,000 video views. The addition of TV will only increase that impact.” The campaign will promote Coles as well as the Hi-Chew website, enabling consumers to find nearby retail outlets. On YouTube, the animated video will run as an ad ahead of the selected content. Both 30-second and six- second versions are intended to help increase reach. The campaign is expected to generate tens of thousands of video views per day. Building on Hi-Chew's theme, ‘Fortune flavours the bold’, the campaign will also feature “whimsical” new ads that ask: “What’s your flavour?” “The use of humour will increase viewing and sharing,” Sponge Agency Creative Director Cec Parnell said. “Funny videos are far more likely to be viewed multiple times. We'll further engage our audience with a challenge asking them to nominate their favourite flavour.” JAN/FEB, 2021 CONVENIENCE WORLD 27