Netto: A Day at the beach – Getting plastic-smart on beach pollution

Netto, Denmark's largest discount retailer, promoted its brand purpose in Denmark by launching Project Plastic Smart to educate on the issue of plastic waste in the retail industry.

Brief description of assignment

Denmark's largest discount retailer, Netto, was established in 1981 and has built its success on low prices and good quality foods. The past years, Netto has been building their brand as a down-to-earth retailer with room for everybody no matter economic standing, class or beliefs – Netto suits everyone and makes the everyday hastle-free. In recent years, continuing awareness of the environmental problems caused by human-made garbage and plastic in nature, triggered Netto to shift their focus from price-driven marketing to more transparent and value-driven marketing.

The challenge

So how could Netto keep its place as...

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