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


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,...

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