Consumer willingness to recycle is greater than ever; however, the information given to them is often confusing and scarce. In response to this, we are seeing many of our clients teaming up with recycling organisations like TerraCycle, to tackle waste elimination – however when it comes to educating consumers and activating the partnership, there are still challenges and missed opportunities.
Our work with Garnier’s Ultimate Blends is an interesting example of how to achieve greater sustainability and commercial impacts through the empowerment of young people, combined with an on-board retailer activation.
The work involves activation of Plastic Fantastic – a school-led sustainability programme that includes recycling activities, such as a competition challenging pupils to recycle their used bathroom plastics (to win a £10,000 school makeover), along with an exclusive in-store display present in 250+ Tesco stores.
Results so far are already incredibly encouraging. As well as driving positive consumer behavioural change – by getting them to actively practice positive recycling habits, the campaign has:
- Allowed Ultimate Blends to gain additional discretional space in-store – to further improve the shopper journey and drive sales, it’s already outperformed against an ambitious sales forecast
- Enabled Tesco to drive additional footfall into their largest stores
- Improved the experience in-store while educating Tesco consumers on how to recycle
“This activation sets us up nicely to achieve our ambition of launching the world’s largest schools’ recycling programme. Garnier aim to keep 18m plastic items out of landfill and educate 300,000 children”. Nick Hart, Senior Retail Brand Manager at L’Oréal
Environmental impact is high on young people’s agenda and the schools programme, combined with in-store activation, meant Ultimate Blends and Tesco were able to reach and engage families in a uniquely meaningful way.
Sound interesting? Want to know more? Get in touch firstname.lastname@example.org