Challenges:

Tero’s main challenge was consumer mindsets. First, there was still plenty of confusion regarding the difference between recycling and composting. Second, there was no way for Tero to be purchased offline as they had no brick and mortar presence yet. Lastly, with Ontario’s green bin program being the company’s biggest competitor, consumers had an option to partake in the program at no cost as opposed to purchasing a home composter.

Strategic Approach:

We needed to find a way to make Tero stand out as a can’t miss product for Canadians. What needed to happen was to find a niche that would set Tero apart. We needed to develop Tero’s messaging in a way that put them in a leadership position.

Solution:

Through a combination of thought leadership, earned media and Tero’s own social media work, the company took a leadership position in the “green citizenship” sector. We Implemented a modern, technology-driven and environmentally friendly tone in Tero’s media strategy to a wide consumer audience ​and promoted the company’s Canadian heritage.

The team engaged with high profile ambassadors: in food, activism, environmentalism, technology, and gardening to reach key audiences​ and conveying the benefits of composting at home.