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Tesco Coca-Cola Public Relations

Coca-Cola Enterprises and Tesco come together to 'Make Recycling Count'


By Gillian West | Social media manager

June 12, 2013 | 2 min read

Coca-Cola Enterprises (CCE) has joined forces with Tesco this summer to encourage customers to recycle more at home, as well as educate them on how to reduce their carbon footprint.

From today (Wednesday 12 June) the ‘Together We’re Making Recycling Count’ campaign will invite Tesco Clubcard holders to ‘pledge’ to recycle. In return for their commitment customers will be rewarded with a 50p off voucher for Coca-Cola, Diet Coke or Coke Zero, or an additional 25 Tesco Clubcard points.

“This campaign demonstrates our commitment to reducing both our own carbon footprint and helping our consumers do the same. We all know that recycling our household waste counts, but this campaign allows both us and our retail partner, Tesco, to really make that genuinely tangible for shoppers,” said Julian Hunt, VP public affairs and communications GB, Coca-Cola Enterprises.

A jointly developed website will ask customers to complete three multiple choice questions prior to their pledge with a live feed totting up the number of pledges received during the initial six-week long initiative.

On top of counting the pledges the website will also calculate the equivalent tonnage volume of waste recycling allowing visitors to see how much of a difference they are making.

Eight weeks after the campaign has finished CCE and Tesco will follow up with pledgers to remind them of their promise and offer them the chance to enter a prize draw with the chance to win one of five £300 eco-fridges with Tesco vouchers for food or one of 12,000 exclusive Coke fridge magnets made from recycled PET bottles.

Hunt added: “Working closely with Tesco has allowed us to develop jointly a campaign that uses effective online communications to reach as wide an audience as possible and 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.”

Tesco Coca-Cola Public Relations

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