Waitrose joins Tesco in putting a new ‘spin’ on customer recycling

Waitrose has become the second major food retailer to team up with Coca-Cola Enterprises to encourage higher household recycling rates through the launch of a customer pledge scheme.

Last summer Tesco set up a similar scheme with Coca-Cola Enterprises (CCE), which resulted in 37,000 customer pledges during the first six months, in return for discount vouchers or Clubcard points.

Under the Waitrose initiative, shoppers will be asked to make a pledge to recycle a selected material for one month, as part of an online ‘Spin to Recycle’ campaign.

Customers will be directed to a website where visitors will have three chances to spin a digitised wheel, with each segment corresponding to a different recyclable material.

As a reward for pledging to recycle that material for four weeks, customers receive a free gift – their own fridge wheel magnet, offering further recycling hints and tips. Before making their pledge, visitors will be asked how often they currently recycle.

Phase one of the campaign will run until March, at which point pledgers will be sent an email revealing the total number of pledges received to date.

According to Waitrose’s head of sustainability & ethical sourcing, Quentin Clark, the campaign will offer a “fun way to engage consumers about waste and recycling”.

Maxine Perella

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