A joint campaign between Coca-Cola Enterprises and Tesco saw 37,000 people pledge to recycle in return for an incentive.
The Together We’re Making Recycling Count online initiative was viewed by 7 million people on Tesco.com who got information on recycling.
Around 37,000 of these pledged to recycle and in return for a 50p voucher off Coca-Cola or 25 additional Tesco Clubcard reward points.
Over two-thirds of participants who previously never or only occasionally recycled now said they always or mostly recycle as a result of the campaign.
Coca-Cola Enterprises vice president for sales and marketing Nick Canney said: “The joint campaign with Tesco demonstrates our shared commitment to reduce our own carbon footprint and help consumers do the same.
“We are very pleased with the results, which show the power of pledging, both for building better awareness on the general importance of recycling and in helping consumers make changes for the better. There are many challenges to address in improving at-home recycling, but this has proved a powerful means to highlight the issue in a way that makes it genuinely tangible for shoppers.”
Tesco corporate responsibility director Josh Hardie added: “The response to the campaign has been really positive and it has been a great way for us to work together to share useful hints and tips with our customers to help them recycle at home.”
