Tesco: Unforgettable Bag

Tesco, the supermarket chain, incentivised its shoppers in Malaysia to reuse their bags by giving them money off their shop when they do.

Agency: Grey Worldwide Sdn Bhd, Malaysia

Summary Statement

The world is drowning in plastic bags, yet the public are failing to react fast enough. With a simple change of print design to an existing Tesco bag, we have transformed the bag into an ongoing incentive to re-use the bag and an active agent of behavior change. Instead of punishing customers for not re-using bags, let's reward them for bringing them back and create a life-saving habit. Just 5% of Tesco customers re-use their bags - 68% of customers re-use the Unforgettable Bag. This year we'll save at least 5...

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