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iD Collective Snags Goodman Fielder

iD Collective Snags Goodman Fielder
B&T Magazine
Edited by B&T Magazine
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Full-service communications agency, iD Collective, has been appointed by Goodman Fielder to develop and implement a strategic communications plan for Wonder Australia.

The agency will be focusing on a series of new, sustainable initiatives that are helping Wonder turn waste into wonderful.

iD Collective managed all aspects of the PR campaign spanning press office activity, creative send-outs, influencer management and talent procurement.

iD Collective’s managing director, Sarah Young said: “iD is thrilled to be working with Goodman Fielder on this campaign and to have Wonder join our ever-evolving FMCG client category.

“As an iconic brand within Australia, it’s so great to see Wonder being proactive and taking action in the sustainable space.

“As an agency, we’re aligned to Wonder’s thinking and initiatives and can’t wait to amplify the campaign via our strategic know-how and expertise in the FMCG space.”

As part of the campaign, iD focused on the Wonder Recycling Rewards Program which saw over 1,000 schools collect and recycle bread bags.

An impressive 6,036 kilograms of soft plastics were collected by participating schools, which is the equivalent of 1.7million bread bags that might otherwise have ended up in landfills.

The agency also strategically rolled out the communication introducing Wonder’s Eco Tag across the range with the potential to remove almost 50 million small pieces of plastic from the waste stream annually.

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