Some may say it is ironic that fast food conglomerate, McDonalds is working in partnership with the charity organisation, WRAP, but the partnership is well matched according to recent marketing news. This is a good opportunity for McDonalds to promote the materials used to package their food in and educate consumers on how to dispose of this to ensure that maximum recycling is achieved. McDonalds promote themselves as a brand that uses 85% reusable packaging with their products. This claim is confirmed through their support for recyclable material and promoting sustainability. Are other companies taking this initiative seriously and promoting reusable packaging…?
Costa Coffee owner Whitbread and distribution partners such as Brakes are also part of the plan to communicate the importance in reducing food and drink waste out of home. The brand has taken this initiative very seriously in the past and will continue to do so leading up to spring where a voluntary agreement will be drawn up alongside many food services in the UK to significantly reduce out of home waste.
Previous initiatives from the organization include partnerships with major retailers to reduce plastic bag usage which has been a success nationwide throughout 2010 and 2011. WRAP is faced with barriers when communicating messages – as a ‘not for profit’ company they cannot launch a campaign themselves but need to secure relationships with brands who can promote the charities mission through their PR and advertising – We hope to see more brands joining forces with WRAP this year.