Our team knew that to motivate audiences to change behavior they had to be engaged in a different way. We couldn’t use the expected “go green” messaging. Our solution was complete disruptive marketing through an integrated campaign comprised of digital, non-traditional, traditional and guerrilla/disruptive marketing.
The team at Gavin developed Penn Waste’s
new recycling campaign’s leading character,
Herb, based on feedback from focus groups
and rooted in the overall messaging. Herb’s
personality was crafted with witty oneliners
and even supporting characters to
add to his personal backstory.
Herb has been crucial in delivering Penn
Waste’s recycling message to south central PA.
From non-traditional, disruptive marketing
to digital marketing, Herb has taken on a
personality. He has been featured on a variety
of billboards, in several commercials, plastered
on social media and has even made a few meetand-
greet appearances in the Harrisburg, York
and Lancaster region.
Encouraging consumers to recycle more is at the heart
of the Penn Waste campaign. We know that to drive
action, you need to provide tools that ease the consumer’s
decision process. To house the recycling message,
Gavin created a microsite, RecycleMorePA.com. Here,
consumers can find information on what items
can and cannot be recycled, a downloadable
recycling flyer, and an FAQ section.