Launching coffee pod recycling schemes in England, Wales and Scotland to promote and roll-out kerbside collection services for householders.
Campaign planning, implementation & management | Design | Print & digital | Distribution
Project overview
Podback is a nationwide, not for profit, coffee pod recycling service. Created in partnership with the biggest names in coffee pod systems, Nespresso, NESCAFÉ Dolce Gusto and Tassimo to give people simple and easy ways to recycle pods using drop off points and local authority kerbside collections.
We worked with Podback and local authority partners across the UK to facilitate kerbside collections of pods as part of their household waste and recycling collection services and help achieve their Net Zero targets for 2030. This involved launching the Podback service to households and encouraging them to ‘sign up’ to order bespoke recycling bags to collect pods ready for collection.
Project aim
To support local authority partners with communications to inform residents about the coffee pod recycling service, encourage participation and behaviour change by promoting the environmental benefits.
Our role
Our work spanned end-to-end campaign delivery, including:
Creating tailored marketing assets – digital, PR, print and distribution
Producing stakeholder guides and briefing packs
Developing case studies to share success and learning
Aligning communications with operational waste and recycling services
Working closely with Podback, coffee pod brands and local authority partners
Local authority communications, including design and communications guidelines, campaign planning support and the creation of a full range of print and digital assets
Direct mail including die-cut leaflets to introduce the service and provide instructions on how to participate
Social media content created to boost engagement and encourage positive behaviour change
Outcomes
Launched over 20 local authority Podback schemes in England and Wales.
Approximately 1 million sign ups achieved!
