The shift towards paper packaging in the food industry is being showcased as part of this Koehler Paper campaign that is targeted towards both manufacturers and policymakers alike. The campaign debuted in the Government District in Berlin, Germany to coincide with the reading of the country's Verpackungsdurchführungsgesetz (Packaging Law Implementation Act) in the Bundestag. The campaign features an eye-catching visual centerpiece in the form of an oversized origami cat that's supported by a mobile bicycle and LED billboards mounted on a truck.
Chief Strategy Officer of the Koehler Group and Executive Board Member Philipp Prechtl spoke on the Koehler Paper campaign saying, "Next to politicians, it’s consumers who have the power to decide which recyclable packaging materials will make their way to our shelves. The topic of recyclability affects us all, so it’s incumbent on all of us to help pave the way for recyclable paper solutions.”
What Makes This Trend Stand Out
- Paper-based Single-use Packaging
- Rising consumer and regulatory pressure for recyclable materials is creating room for paper alternatives to replace conventional single-use plastics in food packaging.
- Policy-driven Packaging Adoption
- New legislation and government attention around packaging waste is accelerating the mainstreaming of compliant materials and certification-driven supply chains.
- Mobile Experiential Advocacy
- Campaigns that combine oversized visual installations with mobile displays are redefining how sustainability narratives influence both policymakers and shoppers in public spaces.
Sectors Adopting This
- Food Packaging Manufacturing
- Shifts toward recyclable paper components are opening possibilities for novel material science, coating technologies, and retooling of production lines to meet food safety and performance needs.
- Retail Grocery Chains
- Retailers facing consumer demand for recyclable packaging are positioned to pilot assortments and shelf ecosystems that prioritize paper-based formats and lifecycle transparency.
- Outdoor Advertising and Experiential Marketing
- The use of mobile, eye-catching installations tied to policy moments suggests new service models that blend advocacy, brand storytelling, and measurable public engagement.
