Research from the launch of Co-op’s compostable carrier bags found that while shoppers believe the bags are a positive initiative, only 40% were aware that the bags are compostable with many disposing of the bag in their general waste bins.

The messaging on the bags needed to become much more prominent, and a suite of targeted POS and digital elements was required to support the campaign.

The new bag design used existing brand elements like the bespoke hand-crafted chalk pen typeface, and an ‘eroded’ version of the squircle brand device (commonly used across all promotional comms) for greater visual impact.

For a smaller carbon footprint, promotional material was intended to mostly run on social media and in-store screens near (or directly on) tills or self-serve points. In order to visualise the bag degrading in ‘real-time’, the appearance of time-lapse photography was emulated using series of low frame rate videos mixed with still photography of the bag being buried.