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.

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