CCE target recycling habits at festivals
Coca-Cola Enterprises (CCE) descended on the British Summer Time festival in Hyde Park, not to listen to Tom Jones, Black Sabbath and Arcade Fire, but to attempt to change the recycling habits of more than 300,000 people.
CCE hoped its ‘Happiness Recycled’ project would encourage sustainable behaviour change in consumers and boost recycling rates across the UK.
Nick Brown, associate director for recycling at CCE, said: “Last year we worked with Zero Waste Scotland to take the recycling message to around 190,000 people.
“This year we are aiming to take it to 300,000 people through activities at the Royal Highland Show in a couple of weeks’ time and the British Summer Time festival in Hyde Park in July.”
Festivals are an effective way to spread the message about recycling as there was a wealth of young people in a good mood and with plenty of free time willing to discuss their recycling habits, Brown claimed.
The British Summer Time festival took place on the 3,4,5,6,12 and 13th of July and was sponsored by beer giant Heineken.
A number of food and drink brands – including Tom’s Pies and gourmet popcorn firm Joe & Steph’s – also traded at the festival.