OfficeMax

Unpacking OfficeMax’s sustainability story


OfficeMax has an ambitious 2025 sustainability strategy to address the top contributors to its Greenhouse Gas Emissions – and help play its part in speeding up New Zealand’s transition to a low carbon future.

As the business prepared to launch its 2021 Sustainability Report, Porter Novelli was briefed to help tell their story. But how do you stand out from the crowd and get cut through in media, while telling your story authentically (and without greenwashing)? 

With Kiwis shopping online more than ever before due to COVID-19 lockdowns, Porter Novelli used OfficeMax’s investment in a new waste-reducing box-cutting machine as the perfect lead for news media. Was this the answer to people’s delivery waste problems? 

Our strategy involved creating a bespoke opportunity for TVNZ’s Seven Sharp behind the scenes at OfficeMax’s distribution centre as well capturing our own newsworthy content and b-roll to share. 

The result: Engaging and timely broadcast and print coverage that showed the full supply-chain process ,positioning OfficeMax as a sustainability leader. An interview with CEO Kevin Obern helped ensure we delivered the right key messages and show the bigger picture. Following the interviews OfficeMax received countless enquiries and positive messages from business customers.