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Air New Zealand: Edible cups

Air New Zealand is committed to sustainability efforts and has a long track record of exploring new and innovative ways to meet its sustainability goals. The airline was the first in the world to launch the Impossible Burger on its flights – a plant-based burger which cooks, smells and tastes like beef but contains no animal products.

After launching the Impossible Burger with Air New Zealand, Diffusion worked with the airline to promote new ways that it is striving to meet its sustainability goals.

Insight & Idea

Air New Zealand serves more than eight million cups of coffee a year and was keen to reduce the amount of waste being sent to landfills. The brand recently switched to compostable cups made of paper and corn, but wanted to explore new ways to make an even bigger environmental impact.

To address this, Air New Zealand partnered with innovative company Twiice and began trialling the use of edible coffee cups both in the air and on the ground. The biscotti flavoured “leak proof” cups were also used as desert bowls as well as cups for customers to enjoy.

Impact & Action

Diffusion conducted widespread national and broadcast outreach for this first-of-a-kind offering through intensive media pitching and briefings. A key focus of the news was to ensure that messages around Air New Zealand’s innovative approach and commitment to its sustainability efforts ran throughout the resulting coverage.

Through its extensive network of media contacts, Diffusion secured strategic media opportunities with major outlets including BBC News, Sky, ITV, The Daily Telegraph and The Guardian.

The Metrics

Media opportunities secured
Total reach
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