Recycled cardboard bedding takes top prize at London awards


Bedkind cardboard bedding

  • DS Smith wins Best New Product Launch at MPR Brilliance Awards 2018
  • Recognized for launch campaign with animal bedding brand BedKind

DS Smith Recycling won Best New Product Launch at this year’s Marketing and PR Brilliance Awards, which took place on December 7, 2018, at the Le Méridien Hotel in London.

The company was recognized for its innovative launch of BedKind – a brand launched in the autumn of 2017 that provides premium-quality animal bedding made from 100% recycled, pre-consumer cardboard offcuts from packaging production. The bedding, which is processed at DS Smith’s manufacturing plant in Blunham, Bedfordshire, is primarily sold to horse owners, stable yards, livery yards, vets, and racehorse trainers. According to BedKind, the bedding offers significant health benefits to animals, including lower levels of dust, and prevention of mold and ammonia build-up. The bedding also has a higher absorbency and lower cost than traditional hay and straw-based products.

The BedKind team at DS Smith were commended for their successful penetration of a traditional market that relies heavily on word-of-mouth. As well as a fully integrated digital marketing strategy, which included engagement with key influencers across the equine industry, BedKind also developed a ‘Better Value’ campaign to promote the health and cost benefits of switching to cardboard bedding.

Commenting on the award win, , said: “It’s an honor to take home the Best New Product Launch award, which is a testament to the dedication of the DS Smith marketing team,” stated Mathew Prosser, UK Managing Director at DS Smith Recycling, commenting on the winning award. “The equine sector is often difficult to penetrate, largely because it relies on traditional marketing methods – including word-of-mouth – to introduce new products and services. Despite these challenges, the team was able to develop a marketing strategy that successfully engaged the industry through both traditional and digital channels.”

In addition to the Best New Product Launch award, DS Smith was also shortlisted for Brilliance in Marketing and Best Marketing / PR team. The MPR Brilliance Awards are organized by BOC Global Events & Training Group and are open to agencies, consultancies, and in-house teams from across the UK.

For more information about DS Smith’s recycling and waste management services, please visit: