Co-op embraces the circular economy with corrugated cardboard pizza discs
The Co-op has burnished its environmental credentials with the release of a new television advert which documents recent successes in the retailer's ongoing efforts to transition to a more sustainable footing with Pizzas and Plastics.
Devised by Lucky Generals the piece highlights how wasteful polystyrene pizza discs have been ditched in favour of a corrugated cardboard alternative manufactured by Stateside. Now in use on all of its own brand pizzas, they have diverted an estimated 200 tonnes of waste from landfill.
Since embraced by rival retailers the simple switch is the tip of a much larger plastics iceberg which has seen the chain commit to 100% recyclable packaging by summer 2020 which would consign ready meal trays, crisps packets and sandwich cartons to history.
The brand is also spearheading Britain’s biggest scheme to recycle plastic film by rolling out its own national collection programme over the summer.
Ali Jones, customer director at Co-op said: “We continue to innovate in this area and reducing the environmental impact of products is and always has been at the core of Co-op. We’re committed to helping our members and customers to help to make a difference to the world and we want to encourage communities to come together and look after the planet and spaces around us.”
Part of a broader global movement to slash plastic waste embraced by the likes of Unilever and Coca-Cola the push follows a trial last summer by Co-op Bank of Good Loop’s ethical ad tech in the latest phase of its ongoing ‘People with Purpose’ campaign.
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