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Marketer: Tesco Agency: Red Brick Road, London

First work from Frank Lowe's Red Brick Road urges U.K. shoppers to bring their own bags to the grocery store

[London]The first work from Frank Lowe's London agency, Red Brick Road, plays up the U.K. supermarket chain Tesco's environmental credentials.

Britain's biggest retailer is persuading its customers to use fewer plastic bags when they shop by offering "green" Clubcard points to loyal consumers who do not ask for bags at the checkout.

To illustrate the scheme, a crop of familiar U.K. TV celebrities are shown shopping at Tesco using appropriate-at least for them-alternatives to grocery bags. Travel broadcaster Alan Whicker produces a suitcase at the checkout, while magician Paul Daniels is seen in his kitchen, unloading a vast amount of shopping out of a single top hat. Comedian and golf enthusiast Ronnie Corbett packs groceries into his golf bag and housewives' favorite jockey Frankie Dettori uses his horse's saddle bags.

Paul Hammersley, founding partner of Red Brick Road, said, "Tesco has developed a simple and straightforward initiative that we hope will have a real impact on the number of bags that are wasted in the U.K."

Red Brick Road opened March 1, 2006, with the $80 million Tesco account the new agency wrested away from Mr. Lowe's former agency, Lowe Worldwide, London, as its first client. The shop has since won lead status on Heineken's $70 million global creative account.

Tesco's plastic-bag-reduction initiative is part of a drive to reinvent the company as what it calls a "good neighbor." It has vowed to cut the number of bags it hands out by 25%-equal to 1 billion a year-over the next two years, and starting in September, all its grocery bags will be biodegradable.

British carrier-bag consumption has become a major issue, with 17 billion handed out to U.K. shoppers every year, equivalent to 280 per adult. Two months ago, Ikea began charging 9 cents per bag; usage has dropped by 95%.
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