LEROY MERLIN AND FSC® ITALY
The story of a brilliant 360° campaign developed by FSC Italy and Leroy Merlin. The two organizations built up a strong relationship and the result of this collaboration made sense for both.
LEROY MERLIN IN ITALY
47 POINTS OF SALES
4 departments : Do-it-yourself, building, decoration, gardening
FSC LICENCE AND MEMBERSHIP
Leroy Merlin holds a FSC Trademark licence since 2013 and is a member of FSC Italy since January 2016
MANY FSC CERTIFIED PRODUCTS
Leroy Merlin Italy sells FSC-certified garden furniture, fences, frames, boards, household articles, pellets.
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Before the campaign, a commitment. Since 2014, Leroy Merlin Italy was gradually increasing the share of FSC-certified wooden products in its ranges, in particular for patio and garden furniture. To do so, they collaborated with FSC Italy and the European Sustainable Tropical Timber Coalition (EU STTC).
To reach this ambitious goal, Leroy Merlin Italy and FSC Italy developped a project around tropical wood. The retail group committed to higher the purchase of FSC certified references up to 80% in 2016.
The goal was reached at the end of 2015.
THE PROMOTIONAL CAMPAIGN
In May 2016 the “Forests for All Forever” campaign was launched to promote Leroy Merlin Italy’s commitment and raise consumer awareness on the importance of buying FSC-certified products.
A complete set of promotional elements was developed by Leroy Merlin and FSC Italy to optimize in-store contact points while leveraging the Forests For All Forever message.
In the stores, these promotional materials highlight the FSC-certified garden furniture area and invite consumers to look for the Forest Stewardship Council logo in the wooden products they buy.
To highlight the campaign, create a powerful contact point, and allowing the inclusion of QR codes to complete the in-store experience online.
A convenient adhesive card format easy to distribute in-store, easy to keep for consumers. This particular material demonstrates the Forests For All Forever adaptability to small ad spaces.
To highlight the clear message and display non pollutant contact in-store, with optimal product proximity.
FEEL THE FOREST
The "Feel the Forest" video was accessible through a QR code placed on all promotional materials. This digital experience of the campaign was a real opportunity for Leroy Merlin to improve the strength of the message and to leverage the depth of their commitment through the certification process.
THE CAMPAIGN IN NUMBERS
"Guiding our customers towards a more responsible and sustainable shopping experience is our imperative. The collaboration with FSC Italy, in this and other projects, helps us to convey to our customers the correct information, adding value to our products."
CSR Manager, Leroy Merlin Italy
"I’m so proud of this shared path we are undertaking with Leroy Merlin Italy: it shows that FSC certification is an important market tool appreciated both by companies and consumers. It’s more than a label, it’s a commitment - and it works."
Executive Director, FSC Italy
Campaign creation: Leroy Merlin Italy + FSC Italy
Photo credits and Copyright: © Leroy Merlin Italy / FSC Italy / Forest Stewardship Council® (FSC) International
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Case development: Marketing FSC International
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