Tons Mosterd is a small but very ecological mustard brand produced entirely on solar energy.

But outside of specialised organic and Eco stores hardly anyone knows this.

So Ton needed more retailers and higher brand awareness among the general public.

In achieving this wanted to stay true to his Eco friendly spirit.

We decided to use TV as a PR medium, making one single airing of a 30” commercial into a PR event. And using Ton himself to attract as many viewers as possible.

We created the story of Ton scrapping all energy consuming production equipment, finally ending up with nothing. A black commercial that would even save energy while being broadcasted, since millions of TV’s would be almost shut down during 30 seconds.

A press release was sent out presenting the story behind the commercial and Ton’s quest to have as many TV viewers as possible switching to his commercial to save more energy.

The story was picked up and became talk of the town giving Ton a much higher brand awareness. But more important: Ton was approached by 9 new retailers that are now selling his products and his sales increased with 15.5%.

We created the story of Ton coming to our ad agency and finding out how ecological unfriendly most commercial productions are. By scrapping all energy consuming lights, trucks, cranes and a large crew normally used in making a TV commercial Ton ended up with nothing. This gave him an idea:

Air 30 seconds of nothing and at the same time save energy by almost shutting off millions of TV’s.

Now it was Ton’s goal to get as many TV viewers as possible to switch channels and watch his 30 black seconds. A few days before the commercial would air we sent a video press release with the story behind the commercial to news media all over the country.

• Ton was being interviewed about his commercial and got a chance to personally talk about his

products, his ecological production on solar energy and off course his goal to get as much viewers as possible for his commercial.

• The commercial was announced on the national news by a anchor woman urging people to watch the commercial to save energy.

• 2.5 million people (30% of Dutch TV viewers) did so and together they saved 4.2 million watts.

• Even the day after the airing the commercial and Ton himself were still talk of the town in newspapers, online and on national radio. All making Ton an ambassador of green produce.

• Since millions of people now know Ton’s brand and Ton himself he can only be very happy with his brand awareness.

But more importantly:

• Ton was overloaded with requests for his products from consumers and retailers as far as Japan.

• He now has 9 more retailers selling his brand.

• Tons Mosterd sales has increased with 15,5 %.