Tesco uses 2,000 tins in billboard campaign
Tesco used a creative billboard to promote the launch of its latest sustainable initiative.
Thursday, 30 Jan 2020 09:48 GMT
The billboard features over 2,000 tins and took six hours to complete. Image: Tesco
The supermarket giant has announced it will remove 67 million pieces of plastic from its tinned multipacks in all of its UK stores.
To celebrate this initiative, Tesco’s strategic communications partner, Teneo, came up with the idea to use Heinz tins to form a message on one of its billboards.
Ambient WW completed the installation which took six hours and involved placing over 2,000 Heinz tins onto the billboard frame.
The finished product was a background of orange tins with the words “We’ve canned plastic on 67m multipacks” spelled out in blue tins.
Using tins to spell out our key message was a playful nod to freeing tins from their plastic packaging, while a billboard gave us a natural medium to ‘broadcast’ that message”
James French, communications manager of communications – Content and Channels GB for Tesco says: “Using tins to spell out our key message was a playful nod to freeing tins from their plastic packaging, while a billboard gave us a natural medium to ‘broadcast’ that message.”
No tins went to waste following the installation as they were either re-sold or donated to food charity, FareShare, if damaged.
With 183,000 tinned multipacks bought at Tesco every day, it is estimated that the removal of plastic -wrapped tin multipacks will remove 350 tonnes of plastic.
Commenting on the initiative, Georgiana de Noronha, president of Kraft Heinz Northern Europe adds: “We’re excited to be partnering with Tesco on this. While we know we have to do more, this initiative is good news for the environment, and for millions of people who enjoy Heinz varieties every day, as they’ll still be able to benefit from the same great value for money.”
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