7-Eleven rewards Aussies with free coffee in new initiative

13 August 2019

Creative Agency: Leo Burnett Melbourne
Media Agency: PHD Network

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The 28-day initiative is hoped to encourage Aussies to ditch single-use coffee cups.

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, 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.

“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," 7-Eleven general manager marketing Julie Laycock says.

“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.”

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.

The new initiative launched on 6 August and runs until 2 September.

It 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.

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.


Creative Agency: Leo Burnett
Public Relations: Thrive PR + Communications
Media: PHD
Digital: Isobar

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