Beavertown, a factory beers British brewery located in Tottenham, UK, is well known throughout the country for its craft beers including Neck Oil, Gamma Ray, Lupuloid and Bones. Along with the promotion of these beers, the factory has joined this month a campaign “Against Living Miserably” (CALM in English) to launch a limited edition potato chip bags flavored with cheddar cheese and jalapenos and aims to start conversations about mental health.
In a unique campaign, the brewery has enlisted the help of artisanal potato chip brand SMUG to develop the original flavor and manage the production process with its partners: crisp maker Yorkshire Crisp Company and compostable packaging expert Parkside. Each pack includes mental health conversation starters printed on the inside of the laminated material. The 'Open Up' concept was developed by the public relations agency “Here Be Dragons”.
Designed by CALM, these “icebreakers” are designed to spark deep conversations between friends: questions like: what would help you get through difficult times? and “if you could give young people one piece of advice, what would it be?” This follows research by CALM which found that more than half (56%) of people in the UK have pretended to be well to avoid talking about their own mental health.
To add more value to that concept, compostable packaging is a great solution born from Parkside Flexibles in its range. Park2Nature™. The high-performance laminate includes layers of Natureflex™ high barrier compostable cellulose film, supplied by Futamura, which provides the packaging with the barrier solution required to protect the intense flavor and pleasant crunch, with official compostability certificates, both at the industrial and domestic level.
The final packages, with designs printed both inside and outside, carry the Seedling and OK Compost symbol clearly attesting to their compostability. They also comply with the EU standard EN13432 for the recovery of packaging through biodegradation and subsequent composting.
