Compostable Is the New Recyclable

Interest in Earth Day may be down this year. But that’s going to make a brilliant ad like this one for SunChips’ new compostable packaging material stand out when it airs next week.

Great copy on Frito-Lay’s website, too: “So you eat the chips. The earth eats the bag. And we all live in a cleaner world.”

Maybe “one small step” appeals do still work—if they are as bright, smart and dramatically demonstrable as this effort. Cheers to Frito-Lay for making sustainable snacking more than a toothless claim.