Tesco gets 37,000 customers promising to recycle more

Tesco has hailed its online customer recycling pledge scheme set up in June with Coca-Cola Enterprises (CCE) as a success, announcing that the initiative has attracted 37,000 pledges so far.

The online campaign, which targets Tesco Clubcard holders, offers customers discount vouchers for Coca-Cola drinks or extra Clubcard points in return for a recycling pledge.

The retailer reports that the campaign reached a wide audience, with over seven million viewing recycle messages on Tesco.com. Of this, more than two-thirds of participants who never, or only occasionally, recycled said they now ‘always’ or ‘mostly’ recycling as a direct result of the campaign.

More in-depth work has also been carried out to further understand the impact of the initiative – phone interviews were carried out with a selection of customers who made a pledge.

According to Tesco and CCE, these interviews highlighted “an increased understanding of the wider environmental benefits of recycling as well as the positive reaction of consumers to pledging”.

CCE’s vice president for sales & sarketing Nick Canney said his company was “very pleased” with the results.

“There are many challenges to address in improving at-home recycling but this has proved a powerful means to highlight the issue in a way that makes it genuinely tangible for shoppers,” he said.

Tesco’s corporate responsibility director Josh Hardie echoed this. “The response to the campaign has been really positive and it has been a great way for us to work together to share useful hints and tips with our customers to help them recycle at home.”

Maxine Perella

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