- THE MAGAZINE
- VERTICAL MARKETS
Coca-Cola Enterprises Ltd (CCE) and Tesco announce the results of a joint campaign designed to encourage people to recycle at home.
The Together We’re Making Recycling Count online initiative provided fun and engaging information for Tesco customers, including general tips on recycling and a video from CCE. Online visitors were invited to make a pledge to recycle in return for a 50p off voucher for Coca-Cola, Diet Coke or Coke Zero, or 25 additional Tesco Clubcard reward points.
Approximately 37,000 pledges were received in total and the campaign reached a wide audience, with over seven million viewing recycle messages on Tesco.com. Over two thirds of participants who previously never, or only occasionally, recycled says they are now ‘always’ or ‘mostly’ recycling as a result of the campaign, showing how greater awareness can make a big difference.
Developed jointly between CCE and Tesco, and executed online from June 2013, the campaign website offered a range of recycling information including the “Happier Planet” video, outlining CCE’s system for reprocessing plastic bottles and returning them to GB shop shelves as new products. Six weeks after the launch, participants received a follow up email to check on recycling progress and offer a chance to receive additional incentives.
To further understand the impact of the initiative phone interviews were carried out with a selection of customers who made a pledge as part of the campaign. These interviews highlighted an increased understanding of the wider environmental benefits of recycling as well as the positive reaction of consumers to pledging.
Nick Canney, VP sales and marketing for Coca-Cola Enterprises says: “The joint campaign with Tesco demonstrates our shared commitment to reduce our own carbon footprint and help consumers do the same. We are very pleased with the results, which show the power of pledging, both for building better awareness on the general importance of recycling and in helping consumers make changes for the better. There are many challenges to address in improving at-home recycling but this has proved a powerful means to highlight the issue in a way that makes it genuinely tangible for shoppers.”
Josh Hardie, corporate responsibility director at Tesco says: “The response to the campaign has been really positive and it has been a great way for us to work together to share useful hints and tips with our customers to help them recycle at home.”