7-Eleven rewards Aussies with free coffee in new initiative and campaign via Leo Burnett and Thrive
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, 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 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.
Says Julie Laycock, general manager marketing, 7-Eleven: “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 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 go to https://www.7eleven.com.au/our-offers/free-coffee-with-your-reusable-cup
Creative Agency: Leo Burnett
Public Relations: Thrive PR + Communications
Media: PHD
Digital: Isobar
4 Comments
Stop selling coffee for 1$ which devalues the product to the point that it seems value less enough to not warrant the effort of a reusable cup.
It’s just a loss leader anyways.
Given the amount of plastic wrapped product in 7/11 stores this reeks of bs. As if 7/11 have a credible green bone in their corporate bodies.
Give me a break.
Marketting 101 to increase interest in the $1 coffee.
If you’re honest about your credentials 7/11 then simply don’t supply the take away cups.
Bs bs bs
Given they have already been leading in terms of coffee cup recycling, I don’t think it’s fair to condemn this as having no value on the issue.
Yes it’s a loss leader, but using a loss leader for positive purpose is a million times better than Coles pretending to care about plastic waste and then unleashing a million pieces of plastic crap on the country.
but whats worse ?
Company’s whose staff does not get paid offer free promotions from head office in the name of corporate social responsibility.