Iceland: #toocoolforplastics

Iceland, a supermarket chain, launched the #toocoolforplastics campaign in the UK to raise awareness of its removal of plastic packaging from all own brand products.

Campaign details

Brand: IcelandAgency: Weber Shandwick

Summary

Iceland is the first supermarket in the world to commit to removing plastic packaging from all own brand products and the #toocoolforplastics campaign made this critical, anti-plastic move more than just a news story; the result was a cultural and political milestone.

This bold pledge, a year in the making, fully supported up front by Greenpeace, DEFRA and David Attenborough, would affect the entire supply chain from packaging to advertising, impacting over 1,400 product lines.

Four days after Theresa May announced the UK Government's commitment to reduce plastics by 2042,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands