Ocado

Ocado commissioned Behaviour Change (behaviourchange.org.uk) an agency that helps businesses, charities, government and foundations to create social and environmental change, to create a 12-week sustainability campaign featured on milk bottles.

Behaviour Change approached me to translate 12 sustainability topics into fun, captivating ideas to feature on Ocado’s milk bottles via a QR code. From concept creation, to pitch, to content and content design, I curated the campaign which launched in November 2022.

Ocado launched the trial with PolyTag, adding QR codes to Ocado’s own label milk to test the concept ahead of a digital DRS strategy, and collected data and information on consumer attitudes via a survey. The aim of the survey was to gauge customers’ feedback on the content of the microsite, alongside insight into recycling and food waste behaviours, sustainability attitudes and interest and knowledge around DRS. I created the content from a mix of my own research and client data. Of the 326 people that scanned the QR code, 60% said the content was engaging, 67% said it was interesting, 50% agreed that they learnt something, and most importantly, 71% said it made them think about the environment.

Creative copywriting

Creative agency

Content campaigns

Sustainability writing