Tesco and Coca Cola target recycling in the home

Launching today (June 12), the Together Were Making Recycling Count online campaign will run for around six weeks, targeting Tesco Clubcard customers with an invitation to pledge to recycle.

The campaign website asks customers three multiple choice questions before they can pledge. Then, in return for their pledge, customers will be eligible to receive either 25 Tesco Clubcard points or a 50p discount voucher for Coca-Cola, Diet Coke or Coke Zero drinks.

A live feed on the website will show the total number of pledges received during the campaign, as well as the equivalent tonnage volume of waste customers have pledged to recycle.

Eight weeks after pledging, customers will also receive a follow up email offering an opportunity to enter a draw to win prizes such as eco-fridges with 300 of Tesco food vouchers and 12,000 Coke fridge magnets made from recycled PET bottles.

Households

Julian Hunt, vice president of public affairs and communications GB at Coca-Cola Enterprises said: This campaign demonstrates our commitment to reducing both our own carbon footprint and helping our consumers do the same. We all know that recycling our household waste counts, but this campaign allows both us and our retail partner, Tesco, to really make that genuinely tangible for shoppers.

He said the scheme highlighted the important role customers had to play in driving up recycling rates and was the first time a communication campaign on this scale had directly highlighted recycling in the home as a key topic.

He added: Working closely with Tesco has allowed us to develop jointly a campaign that uses effective online communications to reach as wide an audience as possible and the pledge mechanic ensures that we are helping consumers understand exactly what they need to do to play their role. We know that consumers often positively change behaviour, but they need both education and encouragement and this joint campaign is set to do this across the whole of summer 2013.

CCE also recently teamed up with Milton Keynes council to develop a Defra-funded pilot project, which will see local community groups offered incentives of up to 1,500 to collect recycling pledges from residents (see letsrecycle.com story).

Rebecca Shelley, group corporate affairs director at Tesco, said: Tesco is determined to tackle climate change by helping reduce the carbon emissions from the products we sell. Using our combined reach, Tesco and Coca-Cola Enterprises are working together to help millions of customers find simple ways to recycle more.

Last month, Tesco also announced plans to lead in reducing food waste across its worldwide operations as one of its three major corporate goals in its Tesco and Society Report 2013 (see letsrecycle.com story).