The Client
Fabri-Kal (now Pactiv) is U.S. based manufacturer specializing in foodservice and custom plastic packaging solutions. Established in 1950 in Kalamazoo, Michigan, Fabri-Kal has grown into one of North America’s leading thermoformers, with over 1,000 employees.
Renowned for their commitment to sustainability, Fabri-Kal produces a range of eco-friendly products under their Greenware® brand, utilizing plant-based materials and post-consumer recycled resins. Their product offerings include portion cups, lids, clamshells, drink cups, and yogurt containers, making them a significant player in the competitive packaging industry.
Services
- Custom Website Design & Development
- Custom Wordpress Development
- Social Media Marketing
- PPC (Google Ads, Meta Advertizing)
- Search Engine Optimization (SEO)
- Email Marketing (Pardot and SalesForce)
- Photography & Video
- Digital Marketing
- Graphic Design
The Challenge
Fabri-Kal’s digital presence was in need of an overhaul. Their website was extremely dated, featuring poor-quality, small-scale photography and lacking user engagement. The site failed to effectively tell Fabri-Kal’s story, particularly when it came to showcasing their sustainability initiatives with thier Greenware® line, which is highly competitive in the eco-friendly packaging market. Additionally, Fabri-Kal had little to no digital advertising presence, putting them at a disadvantage in a highly competitive industry and also made it difficult to attract new talent necessary to support their growth.
The Solution
To address these challenges, we designed and developed a custom website that reignited Fabri-Kal’s digital presence. The new site featured a more modern navigation structure, detailed product specifications, and a mobile-responsive design, ensuring a seamless experience for all users. We also made Fabri-Kal’s Greenware® brand a central focus, with dedicated sections that effectively communicated their commitment to sustainability and innovation.
In addition to the website, we crafted a comprehensive social media strategy and launched consistent photography and video campaigns across multiple platforms, significantly enhancing their digital footprint. The targeted ad campaigns on Google, Facebook, Instagram, and LinkedIn not only drove user engagement but also aided in recruitment for job seekers to help support their growth.
The new website and digital strategy not only elevated Fabri-Kal’s brand but also fueled their growth and strengthened their leadership in the industry, ultimately contributing to their acquisition by Pactiv Evergreen in 2021.
