Tesco - Green Clubcard: rewarding the green consumer

This 2006 campaign for Tesco aimed to encourage use of the Green Clubcard, and thus lead to a large reduction in the use of plastic carrier bags and boost to Tesco's 'green' reputation.
Agency: EHS BrannAuthor: Guy Culshaw

Tesco – Green Clubcard: rewarding the green consumer

1 CONTEXT

1.1 This Submission

This submission outlines how Tesco behaved in the environmentally responsible way their customers wanted, and then, with a little help from marketing, translated this into a 450 million unit reduction in carrier bag consumption since August 2006, whilst simultaneously propelling Tesco to the top slot in the supermarket green league table (see Table 1).

1.2 Background

To create value for customers to earn their lifetime loyalty

Tesco Mission Statement

Tesco believes that the way to succeed in...

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