An advert featuring an animated baby orangutan, Rang-tan, made it into headlines late last year for not being cleared by UK broadcast authorities in the run up to Christmas. Its aim was to make the public aware of the destructive impact that palm oil cultivation has on rainforests. In a welcome development, Dutch supermarket Ekoplaza has adopted the advert to appear in The Netherlands, enabling Rang-tan’s story to reach even more people.
Ekoplaza believe that Rang-tan is the perfect messenger to help share their commitment to removing palm oil from their own-brand products and working with suppliers to move towards 100% genuinely sustainable, organic palm oil in other products sold by the chain - all sourced from RSPO-traceable plantations. The ad will be appearing in online and in 75 of their stores. In this Dutch version of the ad, the voiceover narration is provided by actor Georgina Verbaan, who is well known for her support of environmental causes.
When originally re-launched in the UK, Rang-tan was the first advert ever to be 100% recycled from one brand to another, which befits its Greenpeace origins. Now, with Ekoplaza on board, it has the distinction of being the first advert in the world to be recycled not once, but twice - with Ekoplaza being the third brand to share Rang-tan’s story, with their commitment to protecting the rainforest through their responsible sourcing policies.
Steven IJzerman, quality manager at Ekoplaza said: “The story of palm oil is incredibly complex - our aim is to eradicate palm oil that causes rainforest destruction from the products we sell. We want to use our reach to highlight this important issue to Dutch consumers. The journey to totally transparent, sustainable sourcing is a long one, and we’re totally committed to bringing more brands along it.”
Hermeti Balarin, partner at Mother added: “The Rang-tan story is more than an advert, she has the power to help us wake up and realise that the choices we make in the supermarket can have devastating effects far away from the till.”