The new Recycling is the Answer website invites customers to make a commitment to recycle more at home and play a rubbish-sorting game in a virtual kitchen.

Participants receive 25 Clubcard points or a 50p coupon for pledging and can earn a further 25 points by sharing their recycling promise with friends on social media.

Tesco’s soft drinks buying manager David Beadmore said: “The campaign will offer helpful tips and advice as well as the chance to earn Clubcard points, so we’re looking forward to sharing it with our customers.”

The campaign builds on the Tesco and Coca-Cola’s 2013 Together We’re Making Recycling Count drive, which drew 37,000 pledges.

Pledging power

Coca-Cola’s associate director for recycling Nick Brown added: “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.”

Earlier this year, both Tesco and Coca-Cola were among a consortium of businesses that won Government funding to undertake research into cost-effective collection and reprocessing methods for hard-to-recycle packaging materials.

The project, which is being led by LRS Consultancy, will explore ways to increase the amount of flexible laminate packaging that is collected and recycled in England.

Meanwhile, Coca-Cola announced earlier today (8 September) that it has partnered with a number of other big brands to launch a new plastics recycling campaign called Pledge 4 Plastics. Read more about that campaign here.

Brad Allen

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