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Coca-Cola Enterprises and Waitrose put new spin on recycling

15 January 2014

Coca-Cola Enterprises Ltd (CCE) and Waitrose have this week joined forces to boost recycling activity within the home by encouraging shoppers to make a pledge to recycle a selected material for one month, as part of the ‘Spin to Recycle’ campaign.

Waitrose customers will be directed to a 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 – a fridge wheel magnet, offering further recycling hints and tips. 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 to win one of nine Brabantia recycling bins.

Nick Canney, VP sales and marketing for Coca-Cola Enterprises, said: “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. We have experienced real success in the past when it comes to pledging both 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.”

Quentin Clark, head of sustainability and ethical sourcing, at Waitrose, added: "We work hard to ensure that as a business we do everything we can to tread lightly and working with our suppliers and customers. Coca-Cola Enterprises’ campaign offers a fun way to engage consumers about waste and recycling.”

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