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Tapping an NFL star to be Amazon’s Packaging Reduction Officer

Amazon AU
Packaging Sustainability




PR / Influencer

To cut through with Amazon Australia's packaging reduction story, we didn't lead with statistics. We led with a homegrown Super Bowl champ.

We appointed Aussie NFL star Jordan Mailata as Amazon Australia's official 'Packaging Reduction Officer’, turning a dry sustainability brief into a culturally on-point, talent-led, earned-media story.

THIS CAMPAIGN FOR AMAZON AU WAS ON THE TODAY SHOW →  → NINE NOW  → THE AUSTRALIAN  → HERALD SUN  → NINE.COM.AU → FORBES → THE AGE  → PLUS TRADE PRESS LIKE B&T → CAMPAIGN BRIEF  → LITTLE BLACK BOOK  → MI3  → ADNEWS  →

The results
📢 78 pieces of earned coverage.
📱78% included assets in the story.
✅ 87% positive sentiment.
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THE END © TOM MANNING 2026