Mumbai: CHUK is celebrating its distinct approach to consumer health and sustainability with the launch of its new brand campaign, “Eat Safe”. Focused on promoting a toxin-free dining experience, this Business-to-Consumer initiative underlines CHUK’s commitment to delivering unbleached, chlorine-free tableware derived from sugarcane residue.
Central to the “Eat Safe” campaign is an ingeniously crafted brand film that adopts a humorous narrative to highlight the safety of CHUK’s tableware. In the film, a man at a cafeteria is visibly shocked to see another patron eating his disposable plate. When questioned about his unconventional snack, the man replies, “Because it’s safe.”
This playful yet impactful moment encapsulates the campaign’s message: CHUK’s tableware is completely free of toxins, making it not only eco-friendly but also exceptionally safe for everyday use.
Expanding its outreach across various platforms, CHUK aims to educate consumers on the advantages of switching to toxin-free disposables while aligning with the growing demand for safe and sustainable dining options. The campaign is positioned to invite brands to partner with CHUK and promote a dining environment that prioritizes both health and environmental sustainability.
Commenting on the launch, Pranay Pasricha, Brand and Marketing Head at Pakka, stated, “We are excited to introduce the “Eat Safe” campaign—a campaign conceived out of genuine concerns over food safety faced by many consumers on a daily basis, without even noticing it. Through the use of over-the-top humor and compelling stories, the campaign sheds light on the unseen risks of toxins such as chlorine and bleach in regular tableware. It’s not just about raising awareness, but also about making the message stick and encourage action. With this compelling and authentic story, we want to ignite a movement toward safer, healthier food choices.”
With this bold and lighthearted approach, CHUK’s new campaign not only reinforces its long-standing brand philosophy but also sets the stage for a broader movement toward sustainable and toxin-free dining. Consumers and industry partners alike can expect to see the “Eat Safe” message echoing across digital and retail channels, reaffirming CHUK as the premier choice for safe, eco-friendly tableware.
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