7-Eleven Rewards Aussies With Free Coffee In New Initiative Via Leo Burnett

7-Eleven Rewards Aussies With Free Coffee In New Initiative Via Leo Burnett
B&T Magazine
By B&T Magazine



7-Eleven has launched a new initiative, offering free coffee across Australia for the month.

In a bid to encourage the reduction of single use cups, 7-Eleven is empowering Aussies to commit to using reusable cups as part of their everyday lives.

As part of the campaign, Aussies will be able to visit their local 7-Eleven store with their own rCup, reusable cup or even their favourite mug to receive a free coffee.

The new initiative launched on 6 August and runs until 2 September, is supported by an integrated marketing, advertising, and PR campaign, and the initiative has already generated significant word of mouth and a buzz on social media.

The campaign is being executed across OOH, radio, digital advertising and a targeted PR campaign.

As one of Australia’s largest coffee sellers, 7-Eleven created the 28-day initiative to help customers to make a simple change to their routine that over time, will make a significant contribution to reducing single use cup waste.

7-Eleven general manager marketing, Julie Laycock said: “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.

“Less than one per cent 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.

Creative Agency: Leo Burnett

Public Relations: Thrive PR + Communications

Media: PHD

Digital: Isobar




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