M&S launches recycling initiative fronted by Joanna Lumley

By John Reynolds, marketingmagazine.co.uk, Thursday, 26 April 2012 09:47AM

Marks & Spencer is launching a fashion initiative in partnership with Oxfam, fronted by Joanna Lumley, which is designed to encourage customers to recycle unwanted clothing.

Joanna Lumley: fronts drive to get M&S customers to recycle unwanted clothing.

Joanna Lumley: fronts drive to get M&S customers to recycle unwanted clothing.

The M&S Shwopping campaign forms part of the retailer's Plan A responsible business strategy.

M&S believes the campaign can help change customer buying habits and protect the environment.

Lumley will front a marketing campaign, including TV ads, along with serving as the retailer's global ethical and eco ambassador.

The Shwopping initiative is being launched today (26 April), in East London, with a stunt in which the historic Truman Brewery building is being completely covered in clothes to highlight the amount thrown into UK landfill every five minutes of every day.

There are approximately one billion garments thrown away every year in the UK.

M&S is now asking its customers to exchange any old or unwanted items of clothing – of any brand – when they buy a new garment, so it can be reused, recycled or resold to Oxfam.

The retail chain's ambition is to create a "buy-and-give-back" culture, where old clothes are seen as a valuable commodity, rather than throwaway items.

Follow John Reynolds on Twitter @johnreynolds10


This article was first published on marketingmagazine.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • Mobile RTB Sales Director Ultimate Asset £55000 - £65000 per annum + + comm + bens, London