Shelma

Shelma, part of Partner in Pet Food, has recognised the growing demand for sustainable pet products and decided to become the market leader with its first fully recyclable cat food packaging. This initiative was motivated by the following factors:

• Commitment to the environment: Compliance with PETS' strategy to reduce greenhouse gas emissions by 42% by 2030.
• Consumer demand: Pet owners increasingly prefer eco-friendly packaging, requiring clear communication of Shelma's sustainability efforts.

The project was triggered by the launch of new pouch packaging, which required a cohesive story to highlight lower plastic consumption, water savings (71%) and a lower carbon footprint (30%).

Creating an affordable digital experience that properly reflects the sustainable mood of the campaign and adheres to Shelma's philosophy is a challenge. On the project we tackled:

• Design consistency: Linking the eco-friendly look of the pouch packaging in the real world and the website in the digital world so that when the user retrieves the QR code, they still have the same experience.
• Communication clarity: Simplifying complex sustainability metrics (e.g. 20% energy savings) into easy-to-understand visuals for quick consumer understanding.
• Collaboration: Our partner agency, Konektor, handled the communication and design of the campaign, allowing us to focus fully on the development and technology side of the project.
• Cost-effectiveness: Delivering a highly effective website on a limited budget, requiring minimal bespoke development costs.

We have used our TwoDo CMS with a package of pre-made components to create a cost-effective and visually appealing one-page website, the strengths of which are:

• Eco-friendly design: The recycled paper texture in the background reinforces the sustainability theme, while icons and infographics highlight key benefits (e.g. water savings, reduced carbon footprint).
• Eye-catching sections: Visually engaging sections such as the "Sustainability Nine" provide practical eco-tips (e.g. "Upcycle when you're scratching your head") that tie in with the campaign slogan "The Earth Doesn't Have 9 Lives".
• Low cost: With our pre-packaged components, we could focus on the essentials. Delivering the campaign landing page as quickly as possible and adjusting the design to match the pouch packaging.

Konektor, our long-term partner, aligned the branding with all channel communications so that visitors would learn about the site via a QR code on the Shelma feed packaging.

Shelma's new packaging campaign successfully combined product innovation with a story. We succeeded:

• Unified brand experience: The colours and graphics of the feed packaging matched the website, providing visitors with a unified experience and a unique way of presenting information.
• Cost-effective:Thanks to our TwoDo CMS, we managed the project at a fraction of the cost using our state-of-the-art web components, which we only customized for Shelma's needs.
• Timely Campaign Launch: The landing page was the final step to Shelma's marketing strategy and we are happy to deliver projects on pre-arranged deadlines with our tools.

Client feedback highlighted the originality of the campaign and its alignment with PETS' goals, demonstrating Shelma's commitment to sustainability in pet care.