Footprint Packaging is a global leader in sustainable packaging solutions, offering innovative alternatives to single-use plastics. As a company committed to reducing the environmental impact of packaging, Footprint is at the forefront of sustainability and material science, leading change in industries such as foodservice and consumer goods. At the helm of Footprint is CEO Troy Swope, whose visionary leadership drives the company’s mission to eliminate single-use plastics.

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Challenge
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Footprint approached Pietryla PR with the goal of increasing the visibility of their CEO, Troy Swope, and establishing the company as a thought leader in sustainability. While the company had already made significant strides in the development of eco-friendly packaging, they wanted to amplify their brand presence and further position themselves as innovators in the industry. The challenge was to break through the crowded sustainability conversation and secure high-level media placements that would resonate with both the public and the business community.

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Solution
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Pietryla PR devised a comprehensive media relations strategy to raise Footprint's profile, particularly through securing major features for CEO Troy Swope and highlighting the company’s innovative work. Our approach included:

• CEO Media Placements: We worked to position Troy Swope as a sustainability pioneer by securing numerous high-profile business interviews. The pinnacle of this effort was a major placement in Fast Company’s prestigious "Most Innovative Companies 2020" featu which spotlighted Footprint’s role in shaping the future of sustainable packaging. This was complemented by a range of additional business interviews that further enhanced his credibility and public image.
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• Feature Coverage in Fast Company: Our team also secured a feature in Fast Company’s "World Changing Ideas" coverage, which highlighted Footprint’s collaboration with Sweetgreen to roll out compostable bowls free of harmful "forever chemicals." This coverage not only underscored Footprint’s environmental impact but also aligned the brand with high-profile, forward-thinking companies like Sweetgreen.
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• Sustainability Award Creation: To further enhance Footprint’s leadership position in the sustainability sector, we helped the company create and institute the "Footprint Ocean Hero Award." The inaugural award was presented to renowned marine biologist Dr. Christine Figgener, known for her work on ocean plastic pollution. This initiative reinforced Footprint’s commitment to environmental advocacy and provided additional PR opportunities tied to the award’s launch and promotion.
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• Newsjacking and Thought Leadership: Pietryla PR also developed and executed newsjacking strategies to keep Footprint relevant in ongoing sustainability conversations. One notable example is the inclusion of Footprint in a feature article on Slate discussing the cultural and environmental debates surrounding plastic straw bans. By positioning Footprint in the midst of hot-button topics, we increased the company’s media exposure and relevance in the public discourse.
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Results
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Through our strategic PR and media relations efforts, Footprint Packaging achieved notable success in raising brand awareness and establishing itself as a thought leader in sustainability:

• High-Profile Media Features: Footprint gained prominent exposure in Fast Company’s "Most Innovative Companies" and "World Changing Ideas" segments, leading to significant recognition in the business and environmental sectors.
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• Increased Visibility for CEO Troy Swope: By positioning Troy as a leader in sustainability through targeted business interviews, we enhanced his public persona, contributing to a stronger, more credible brand image for Footprint.
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• New Industry Recognition through the Sustainability Award: The creation of the Sustainability Hero Award aligned Footprint with key figures in environmental science, reinforcing their leadership role in the sustainability movement.
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• Sustained Engagement through Newsjacking: By capitalizing on timely discussions about plastic waste and eco-friendly alternatives, Footprint remained part of the broader conversation on sustainability, further solidifying its place as an industry leader.

Our partnership with Footprint Packaging highlights the power of strategic media relations and thought leadership. By amplifying the voice of its CEO, creating meaningful industry initiatives, and engaging with timely topics, Pietryla PR helped Footprint elevate its brand and continue its mission of transforming the world’s approach to sustainable packaging.