Responsible eating on all channels and platforms

07.09.2020, Germany, Mediengruppe RTL Deutschland

Mediengruppe RTL Deutschland is holding a week of action from 7 to 13 September 2020. All of its TV channels and platforms will focus on food, nutrition, and sustainability.

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© Mediengruppe RTL Deutschland

How can food waste be avoided? How do smart shopping and climate-friendly cooking work? And what does the future of nutrition look like? Mediengruppe RTL Deutschland will address these and other questions during its Sustainability Week. All its channels and platforms will focus on food, nutrition, and sustainability topics for a week under the slogan “Packen wir’s an – für verantwortungsvolles Essen“ (“Let’s do it – responsible eating”). Mediengruppe RTL Deutschland thus builds on last year’s inaugural Sustainability Week on  the topic of plastic avoidance. In total nearly 50 per cent of all Germans were reached during the campaign, which was jointly held with the Bertelsmann Content Alliance companies.

Stephan Schäfer

“Each German throws away an average of €234 worth of food each year – that is definitively too much,” says Stephan Schäfer, Managing Director Content & Brands at Mediengruppe RTL Deutschland. “By hosting Sustainability Week, we want to contribute to a sustainable and conscious future, and highlight the problem of food waste. We will run extensive on-air, online, and social media coverage spotlighting the topic and providing background on it from all sides, and give our viewers, users, and employees practical hints and tips about how everyone can make a contribution. We can only make our world a little more sustainable if we all pull together.”

© Mediengruppe RTL Deutschland

The themed week is supported by a major marketing campaign across all channels. As a visual bracket, the channel’s identifiers will be coloured green, the ‘lower thirds’ branded accordingly, and the “Packen wir’s an” (“Let’s do it”) campaign logo will be displayed when thematically related content is broadcast. In addition to Mediengruppe RTL Deutschland’s free-to-air TV channels, its online presence, social media channels, and intranet will also be provided with green elements. Eye-catching highlights include an image trailer with Vox TV chef Roland Trettl and commercial bumpers that will be used on all channels including the streaming service TV Now. In the bumpers, the four celebrities fronting the campaign –Trettl, the photographer and marine biologist Robert Marc Lehmann, TV presenter Maik Meuser, and actress Anne Menden – give viewers tips on the topic of sustainable nutrition. On Mediengruppe RTL Deutschland’s social media channels, the Bertelsmann Content Alliance companies will call on viewers to minimise food waste under the hashtag #ResteEssen (“#eatleftovers”). And the TV Now team will run various campaigns on Instagram and Facebook throughout the week. 

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