COLRUYT GROUP - TOGETHER AGAINST LITTER SUSTAINABILITY CAMPAIGN

CHALLENGE

Colruyt Group, the leading Belgian retail group with supermarket chains such as Colruyt, Spar, Okay and Bioplanet in its camp, has declared war on litter; a growing societal and environmental problem. The Group plans to reduce litter in the parking lots of its stores. To create awareness and sensitize its customers and consumers in general, Colruyt launched its ‘Together against litter’ campaign.

We were asked to assist them to strengthen the sustainable, eco-friendly and socially responsible image and reputation of the Colruyt Group. Our challenge was to create awareness about the Colruyt anti-litter campaign through media and influencer attention.

 

UPR’s APPROACH

We set the ball rolling by creating relevant creative content based on the insights and findings of a successful nudging experiment conducted by Colruyt. To objectify our story, we arranged a collaboration with Professor Siegfried Dewitte (KU Leuven) to serve as third party endorsement about the impact of nudging as a successful tool to change consumer behaviour.

We presented the insights and results of the Colruyt nudging experiment during a media conference where Professor Siegfried Dewitte endorsed the outcomes after which we announced the Colruyt “Together against litter” campaign. We set up a trash can trick shot stunt and demo on the parking lot of the Colruyt store where the media conference was presented to visualize our story.

We also created awareness on various social media through an influencer activation campaign.

 

EXPERTISE

We succeeded in strengthening the reputation of Colruyt Group as a socially responsible, sustainable and eco-friendly company through our strategic decision to frame the litter issue by using the ‘nudging’ angle with third party endorsement.

By attracting significant media and influencer attention and large media coverage on the ‘Together against litter’ campaign, we created an opportunity to showcase the Colruyt Group’s successful approach to reduce litter in the immediate surroundings of their stores. We achieved maximum sensitization and activation of all targeted stakeholders, while our nudging angle and third-party endorsement considerably strengthened the impact.