Pro Carton

The European Excellence Awards are run annually by Pro Carton, the European Association for Carton and Cartonboard manufacturers, to recognise key innovations in cartonboard by brand owners and companies across Europe.

Communication of the Awards was traditionally only achieved within key European industry media so to reach a wider consumer, industry and student audience, the Museum of Brands in London was approached to house a dedicated space to profile the Award winning initiatives. Now in its third year, the showcase helps shine a light on the benefits and real-life applications of cartonboard, and how leading brands such as Smarties, McDonald’s and Heinz are switching to the material to enhance their sustainability credentials.

The museum attracts more than 40,000 visitors annually, with 20,000 students attending through collaboration with local schools and colleges. Over the past three years, the promotion of the exhibition has driven both local and trade media coverage, while its success has resulted in the roll-out of the same exhibition at the Musée du Cartonnage et de l’Imprimerie in Valreas, France in 2022. Discussions to roll-out the exhibition in Germany in 2023 are now also underway.