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By The Drum Team, Editorial

November 23, 2011 | 1 min read

Packaging company Tetra Pak has launched a new pan-European TV campaign encouraging consumers to look out for its label on their food packaging.

The 'I am your mother' campaign has been created by Green Cave People and uses the theme of motherhood as a metaphor for the care of its packaging, which was originally created to look after milk.

Green Cave People founder Marc Cave said: "Tetra Pak protects many food brands for the world’s leading 2000 food companies. Its logo appears on over 130 billion cartons a year. That’s almost 20 for every human being on earth. This campaign is part of a long-term drive to turn one of the world’s most widely distributed logos into one of the world’s most valuable kitemarks.”

Green Cave People was appointed as Tetra Pak's global agency of record when the agency opened in September.

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