ARC “My Gulay Garden”

The Situation:

Unwilling to be deterred by the negative effects of the COVID-19 pandemic, ARC Refreshments Corporation, Inc (ARC) needed a campaign that would keep its business, its employees, and its loyal customers afloat. The advocacy would contribute to addressing environmental wastes and food security for the grassroots — issues that are close to the company’s heart as it has continued to support several communities through their CSRs since 2012.

The Approach: 

The “My Gulay Garden” advocacy campaign was launched through a series of digital PR, social media, and virtual activations to help encourage consumers to reuse their recyclable RC Cola PET (polyethylene terephthalate) bottles as plant pots for fruits, vegetables, and herbs — recycling and securing their food at the same time!

The executions:

  • Sustaining press releases featuring urban gardening, recycling PET bottles, and environmental care & awareness
  • Internal virtual training with ARC employees, where NGP developed a module to educate ARC employees on the methods of composting kitchen waste, yard waste, wastewater treatment sludge and all other biodegradable waste.

The Results: 

A total of 40 publicity pick-ups with over PHP7M PR values were achieved across print, online and lifestyle blogs.

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