The online campaign will target Tesco Clubcard holders – in return for a pledge, customers will receive discount vouchers for Coca-Cola drinks or extra Clubcard points.

A live feed will show the total number of pledges received during the campaign as well as the equivalent tonnage volume of waste recycling.
Participants will also receive a follow-up email eight weeks later, reminding them of their pledge.

According to Tesco group corporate affairs director Rebecca Shelley, the initiative will benefit from the combined reach of both companies. “We are working together to help millions of customers find simple ways to recycle more,” she commented.

CCE’s vice president for public affairs (GB) Julian Hunt said that this was the first time a communication campaign on this scale has directly highlighted in home recycling as a key topic.

“Working closely with Tesco has allowed us to develop jointly a campaign that uses effective online communications … 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,” he said.

Maxine Perella

Action inspires action. Stay ahead of the curve with sustainability and energy newsletters from edie