London launches recycling push in supermarkets

The Mayor of London is launching a campaign on supermarket baskets to encourage shoppers to recycle more. It launches this week.

The Recycle for London campaign aims to highlight the fact that 75% of products that are in supermarket shopping baskets can be recycled. It will also prompt consumers to use recycling facilities at supermarkets.

It will target 25 million shoppers through Redbus Outdoor’s network in 200 Sainsbury’s, Tesco and Somerfield stores. 

The campaign will tie in with the release of new animated film Flushed Away, which tells the story of animals that live on the Underground and make their homes out of rubbish.

Harry Barlow, the Mayor’s communications advisor, says: “Supermarkets are now taking recycling seriously. By targeting shoppers at the point of purchase, we can ensure that they also get the message that they can do their bit for the environment.”

The campaign has been booked by outdoor operator Kinetic and Mediaedge:cia.

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