Nestlé launches Ireland’s first OOH campaign made of 100 percent recycled paper

Nestlé Ireland has become the first advertiser in the Irish market to use 100 percent recycled paper for an outdoor advertising campaign. As part of a joint commitment between Nestlé Ireland and location-based marketing specialist PML Group, to improve sustainability in OOH advertising, the campaign KitKat Zebra, has used green printing techniques on 100 percent recycled paper. Unlike current processes, this new recycled paper collects used paper which has the ink removed and is pulped prior to reaching the papermaking stage. Complementing the 6 Sheet formats, the campaign, planned by Source out of home and Mindshare, is also displaying on Digishelters located in busy footfall areas across Dublin.