The Problem
One of the biggest culprits for food waste is the tea bag. 370,000 tonnes per annum of waste is being produced by the 165million cups of tea we drink a year. (Unilever Sustainability Report 2012)
In order to reduce the amount of waste we send to landfill every year, I believe we must start with influencing consumer behaviours, and rethink our relationship with waste, and imagine creative ways to give waste a new purpose altogether.
The Solution
Lipton will release limited edition “Sow & Grow” tea bags, which contain real seeds, the campaign will encourage tea drinkers to the reuse their teabags, by quite simply planting it after use.
As part of an integrated communications strategy, a copy-led campaign will promote the release of the sow & Grow edition teabags. The aim of the communication will be to inform of this enmvironmentally concious tea bag innovation, in both digital and print formats.
