Waitrose customers will be directed to a unique 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.
Before making their pledge, visitors are asked how often they currently recycle and shown interesting recycling facts and tips on how small lifestyle changes can collectively make big environmental differences, along with a link to an educational video by CCE on how shoppers can further reduce their carbon footprint.
Phase one of the campaign will run until March, at which point pledgers will be sent an email thanking them for their contributions and revealing the total number of pledges received to date.
Users are then asked the original recycling question again to see how their recycling activity has changed, before having the opportunity to enter into a prize draw.
“The Spin to Recycle campaign is another example of our efforts to encourage consumers to think about their waste and to recycle in a fun and engaging way, and we are delighted to be working with Waitrose on this,” said Nick Canney, VP sales and marketing for Coca-Cola Enterprises. “We have experienced real success in the past when it comes to pledging for building better awareness on the general importance of recycling and in helping consumers to assess and directly change their behaviour for the better, so we are very excited to see how this initiative progresses.”
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