Valio Milk

The goal of Valio’s “Cultivate Good” campaign was to inspire consumers to embrace home gardening in a simple, accessible way. As Finland’s leading dairy brand, Valio leveraged its wide reach by transforming ordinary milk cartons into sustainable planters for growing herbs and seeds.

To bring the campaign to life, five Finnish illustrators were invited to create vibrant, nature-inspired designs for the cartons. Once emptied, the packaging could be repurposed as a planting container, reinforcing the message of sustainability and growth.

Launched in spring 2022, the campaign was highly visible across Finland, encouraging consumers to engage with gardening while promoting a creative and eco-friendly second life for everyday packaging.