Launching today (8 September), the “Recycling is the Answer” campaign will see Tesco’s online customers directed to a dedicated website where they will be asked to “pledge, play and recycle”. The site asks consumers to make a commitment to recycle more at home.
They can also play a themed game that requires gamers to sort packaging into the appropriate recycling bin. Tesco’s category buying manager for soft drinks David Beardmore says the aim is to educate consumers on which materials can and cannot be recycled and show them how easy recycling at home can be.
It is also hoping to spread the word about recycling. Anyone that pledges to recycle more will receive 25 Clubcard points or 50p off a large bottle or multipack of Coca-Cola.
Participants that also share their recycling promise on Facebook or Twitter will earn a further 25 Clubcard points. They will also be invited to take part in weekly prize draws with the chance to win up to 3,000 Clubcard points.
The tie-up between CCE and Tesco builds on the “Together we’re making recycling count” campaign launched last year. That saw 37,000 people pledge to recycle, with two-thirds of those that said they “rarely” or “never” recycled saying they “always” or “mostly” recycle now due to last year’s initiative.
Nick Brown, CCE’s associate director of recycling, says: “The campaign is the result of our shared dedication with Tesco to reduce our carbon footprint and help customers do the same in their homes. Past initiatives have demonstrated the power of pledging combined with awareness raising, and we hope Recycling is the Answer will have a similar impact.”