GroupM agency Wavemaker has worked with client Domino’s to execute a sustainable programmatic digital campaign, offsetting and reducing the campaign’s carbon impact as part of GroupM’s Digital Sustainability Initiative in Australia.
The 'Impossible' campaign promotes Domino’s new meaty – but meat-free – pizza range using global plant-based meat company Impossible Beef. The meat-free product from California-based Impossible Foods is both nutritionally and environmentally friendly, with each pound of Impossible Beef using 69% less water, 95% less land, and 88% fewer greenhouse gas emissions compared to beef from cows produced in Australia.
GroupM’s Digital Sustainability Initiative is part of the media agency network’s Alpha sustainability strategy and offers a simple way to measure and offset the carbon impact of digital media before moving on to carbon positive activities such as reforestation. Offsetting is a stepping stone towards carbon reduction and the Digital Sustainability Initiative (DSI) is part of GroupM’s media decarbonisation strategy to reduce the emissions from the media ecosystem.
The campaign will leverage Good Loop’s Green Ad Tag technology to measure, offset and reduce the carbon impact of trackable programmatic digital activity.
Domino’s CMO Adam Ballesty said: “Environmental sustainability is a huge passion point for me, and I’m excited to be working with Wavemaker and Group M to carbon-offset our media buying for the ‘Impossible’ campaign. We acknowledge this is a small step in a larger sustainability journey for Domino’s and look forward to growing this partnership to reduce the environmental impact of our campaigns across Australia and New Zealand.”
Wavemaker Australia & New Zealand CEO Peter Vogel said: “Alpha represents GroupM’s commitment to shaping the next era of media for future generations of Australians. We’re thrilled to work with Domino’s on their sustainability journey, to help make programmatic advertising more environmentally friendly as our industry seeks ways to create change, reduce carbon impact and have a positive impact on our planet.”
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