Maiden tries recycling at Safeway

Safeway and poster contractor Maiden Outdoor are testing a new advertising medium which combines aluminium can recycling with promotional offers.

The new product – a 2.2 metre high cylindrical machine which looks like a drinks can – is being tried at six Safeway outlets, including its flagship store at Chalk Farm, north London.

When shoppers drop a can into the unit, called “Maiden Adcan”, it crushes it and operates a fruit machine-style game. Winners receive branded coupons redeemable against products of the manufacturers which advertise on the unit.

Maiden, which handles the contract to sell six-sheet poster advertising on Safeway’s shop forecourts, hopes to launch the new machine in the supermarket’s stores across the country.

Ever Ready, McDonald’s, Penguin and Daihatsu have already signed up to advertise on the three six-sheet panels on each machine, which has been two years in development.

Francis Goodwin, Maiden Out-door managing director, says: “This is a hard-working product that is a genuine advance for the outdoor medium.

“Supermarket shoppers will enjoy the games and know that they are contributing to something environmentally worthwhile.”

Safeway already has aluminium can recycling points at three-quarters of the chain’s 474 stores.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here