Wonder Recycling Awards
Turning insight into action to break measurement success records, sell more and boost recycling initiatives.
new-to-brand customers
bags recycled
YoY
new-to-SKU customers
Background & Objectives
Contributing to Wonder's mission to create a better future of sustainable play for Aussie kids, the Wonder Recycling Rewards program hit Woolworths supermarkets with Cartology to attract new and grow existing customers while driving recycling initiatives.
Cartology Solution
A truly integrated omnichannel campaign that leveraged seasonal events, competition incentives and cause related marketing initiatives to speak to consumers across all touchpoints in the customer journey.
Digital
Online branded shop immersed customers in the Wonder Recycling rewards program while display banners and content cards helped drive conversion.
In-store
In-store, customers were met with front of store digital screens promoting the Recycling Rewards mechanic, while in-aisle media engaged customers to drive at-shelf conversion and switching behaviour.
Consumer Promotion
The campaign was supported with an exclusive Woolworths consumer promotion to incentivise at the point of purchase.
Campaign Results
The campaign amplified the program and encouraged plastic donations across multiple touchpoints in the shopper journey. The campaign went on to win Cartology’s 2022 Campaign of the Year.
“Being recognised in the Cartology Campaign of the Year Awards is an incredible accomplishment - we are so proud of the results our campaign has delivered, demonstrating that strong commercial results can work hand in hand with sustainability ambitions.
Partnering with Cartology to leverage the strength of their Retail Media offering is a key strategic move in the total Goodman Fielder media playbook, allowing us to maximise opportunities to remain top of mind with our shoppers, and ensuring we are winning their hearts and minds in the moments that matters most.”
