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Co-op: Pizza and Plastics by Lucky Generals

Client: Co-op
Date: Feb 2020
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The latest TV ad from Co-op launches, highlights how it’s taken a slice out of landfill waste as the first retailer to introduce recyclable pizza packaging.

Launching during the break of Coronation Street this TV ad, entitled Pizza and Plastics, created by Lucky Generals, tells the story of how Co-op replaced polystyrene pizza discs with corrugated cardboard across all of its own brand pizzas, preventing 200 tonnes of waste. The market-leading corrugated cardboard pizza discs were first launched on the market by Co-op, manufactured by Stateside, with other retailers since following suit.

The Co-op has always been at the forefront of removing hidden plastic and unnecessary packaging and this is one of the many moves the retailer has made. This is in addition to its more recent announcement that it would use only 100% recyclable packaging by the summer of 2020 which will include everything from ready meal trays, crisps packets, to sandwich cartons and film that is found to cover pizzas.


Brand: Co-op

Creative agency: Lucky Generals

Media agency: Dentsu Aegis Network

Director: Max Fisher

Production Company Producer: Francis Mildmay-White

Production Company: Knucklehead

Editor: Kevin Palmer

Post-production: The Mill

Grade: James Bamford / The Mill

Sound: Sam Robson / 750 MPH