Coca-Cola and Tesco ‘team up to recycle’

Participants make a commitment to recycle more at home and play a themed game, sorting a variety of packaging into the appropriate recycling bin in a virtual kitchen.

The campaign brings an element of fun to the process for consumers while providing guidance on the often confusing issue of which materials can and cannot be recycled. It also aims to spread the message between consumers.

Those who take part receive 25 Clubcard points or a 50p coupon for pledging, but can earn a further 25 points by sharing their recycling promise with friends on Facebook or Twitter.

“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,” said Nick Brown, Associate Director of Recycling for Coca-Cola Enterprises.

“Past initiatives have demonstrated the power of pledging combined with awareness-raising, and we hope Recycling is the Answer will have a similar impact. We are committed to helping the public make positive changes and hope the fun and practical tips provided in this campaign will address some of the barriers to at-home recycling.”

Tesco said the campaign is aimed at showing its customers “how easy at-home recycling can be”.

David Beardmore, Category Buying Manager – Soft Drinks for Tesco said: “We want to do all we can to reduce our own carbon footprint and help customers find simple ways to recycle more at home.”

After playing, customers receive a follow-up email to congratulate them on making their pledge and an invite to take part in weekly prize draws, with the chance to win an additional 3,000 Clubcard points.

The new collaboration between CCEand Tesco aims to build upon the success of their 2013Together We’re Making Recycling Count campaign. Around 37,000 recycling pledges were made and over two thirds of participants who rarely or never recycled said they now ‘always’ or ‘mostly’ recycle as a result of last year’s initiative.