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Co-op launches its Summer TV campaign to announce the roll-out of Europe’s most extensive in-store recycling scheme for soft plastic, plastic bags and product wrapping. As part of a … read morenew partnership with ITV, the heart-warming ad will debut during the Coronation Street ad break this evening. Speaking to the mood of the nation, the ad reflects that whilst some of us are still a little hesitant to go back into public, there is joy to be found in the little things like popping to the Co-op to do our bit for our environment. The scheme will make soft plastic recycling units available at 1,500 Co-op stores now and 2,300 by November, and will see the convenience retailer become the first UK supermarket to have fully recyclable food packaging by the end of this month- helping to tackle the confusing postcode lottery of kerbside collections. The nationwide roll out of recycling units ensures Co-op’s own food packing as well as hard to recycle products from other supermarkets such as crisp packets, bread bags, single-use carrier bags and bags-for-life, lids from ready meals and yogurt pots, biscuit wrappers and pet-food pouches are easily recyclable in every community. The creative features an older man, Tom, who is venturing out of his house for the first time in a while. As he journeys to Co-op, clutching a plastic bread bag, he finds himself mesmerised by the nature around him and by the little ‘normal’ things we have all missed. He encounters neighbours in the garden, a fox darting across a path and a teenage couple stealing a kiss. The ad ends with Tom dropping off his bread bag into the soft plastics bin. He sees a neighbour who says how nice it is to see him out, and we hear the voiceover say ‘we can all do our bit for the environment. You can now recycle soft plastics like bread bags at Co-op’.
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