In an effort to reduce the use of single cups, 7-Eleven will offer free coffee across Australia for the month.As part of the campaign, developed by Leo Burnett and Thrive PR & Communications, Aussies will be able to visit their local 7-Eleven store with their own rCup, reusable cup or even their favorite mug to receive a free coffee.
The new initiative launched on August 6th and runs until September 2nd.
“It takes 21 days to make or break a habit so we’re running this new initiative for 28 days to give Aussies the best chance of making a small change to their habits that, over time, will make a significant contribution to reducing single-use cup waste,” said Julie Laycock, general manager marketing, 7-Eleven.
“Less than 1% of 7-Eleven coffee customers are currently bringing reusable cups, and we’d like that number to increase. We’ve seen a great response from our customers and the community in this shared commitment to reduce the number of single-use coffee cups that end up in landfill.”
Last year 7-Eleven partnered with Simply Cups, launching a recycling revolution aiming to rescue 70 million takeaway cups from landfill. Over the past year, more than 1.6 million cups were collected through 7-Eleven recycling units.
For more information, click here.
Creative Agency: Leo Burnett
Public Relations: Thrive PR + Communications