Supermarket chain the Co-op has launched a new TV ad showing how it’s replaced all the plastic packaging on its own pizza brand range.
Pizza and Plastics
Launching during the break of Coronation Street earlier this week, this new TV spot, Pizza and Plastics, created by Lucky Generals, tells the story of how Co-op replaced polystyrene pizza discs with corrugated cardboard across all of its own brand pizzas, preventing 200 tonnes of waste.
The corrugated cardboard pizza discs were first launched on the market by Co-op, manufactured by Stateside. It said other retailers have since followed suit.
This is in addition to the announcement that it would use only 100% recyclable packaging by the summer of 2020. This will include everything from ready meal trays and crisp packets, to sandwich cartons and film covering for pizzas.
Reducing environmental impact
“We continue to innovate in this area. Reducing the environmental impact of products is and always has been at the core of Co-op”, Ali Jones, Customer Director at Co-op said.
“We’re committed in helping our members and customers to help to make a difference to the world. We want to encourage communities to come together and look after the planet and spaces around us.”
The ad opens on a family setting where a Co-op Irresistible pizza is bubbling away in the oven; a young girl picks up a cardboard pizza disc from the counter and starts to draw on it.
Holding it up to the camera, it is a Co-op logo that has been drawn. Jumping between a number of different households, all holding up their hand-drawn messages in sequence, it spells out “all Co-op pizzas are so delicious plus they also come on cardboard trays making them better for” and ends with a collage of the world.
Recyclable packaging
Co-op’s move to use only 100% recyclable packaging will be facilitated by the largest ever UK-wide scheme to recycle plastic film, which local councils do not presently collect for recycling.
The Co-op makes over 750 million pieces of plastic film each year. It’s set to make it easy to recycle by developing its own national collection programme for the material. This is set to roll out this summer.