Coca-Cola and Tesco launch recycling ‘pledge’

Tesco and Coca-Cola Enterprises (CCE) are to launch a joint project to encourage people to recycle more at home and to ‘educate them on how they can help reduce the national carbon footprint’.

The ‘Together We’re Making Recycling Count’ scheme, launched today (12 June) will run online and will encourage Tesco Clubcard customers to pledge to recycle.

Customers will first be asked three multiple-choice questions on how much and how often they recycle. If they decide to sign up to the project they will then be able to choose to receive either a 50p voucher for a Coca-Cola product or 25 Clubcard points.

A live feed on the project website will show the number of people who have signed up to the pledge, as well as the equivalent tonnage of recycling committed over its six-week duration.

Eight weeks after the project finishes, customers will receive an email reminding them of their pledge and offering them the chance to enter a competition to win one of five ‘eco-fridges’ with £300 of Tesco vouchers for food, or one of 12,000 Coca-Cola fridge magnets made from recycled PET bottles.

Julian Hunt, Vice President of Public Affairs & Communications GB at Coca-Cola Enterprises claimed: “This is the first time that a communication campaign on this scale has directly highlighted in home recycling as a key topic.” He added: “[The] campaign … uses effective online communications to reach as wide an audience as possible and the pledge mechanic ensures that we are helping consumers understand exactly what they need to do to play their role. We know that consumers often positively change behaviour, but they need both education and encouragement and this joint campaign is set to do this across the whole of summer 2013."

The project is due to run for 14 weeks from today (12 June).

Visit the ‘Together We’re Making Recycling Count’ website.