“gather your recycling! you can pay for your pizza with plastic!”


On 5 June 2019 for World Environment Day, Bath Pizza Co took plastic as payment for pizza.

The goal was to drive a powerful message to influence positive recycling habits in the local community and help drive the business’ reach with a “marketing for good” mantra.


  • Local, national and international coverage (across print, web, social, video).

  • 350,000 digital reach (based on data from sources)

  • BBC Radio live feature interview

  • BBC video feature

  • 1,738 plastic bottles collected and recycled into clothing, carpet and sleeping bags

  • 144 pizza served up for lunch on World Environment Day

  • The week the campaign was on saw a +24% increase in sales compared to the average 6 week sales period.

  • The year to date +53% increase in sales vs YoY previous

  • Positive awareness for influencing recycling habits and global climate issues within our local community

Local focus

In line with our one mile marketing mantra we launched a big social media push through Bath Pizza Co social channels (organic and paid) securing local press coverage online and in print ahead of the the campaign.

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On the day

Across the day we earned a huge local reach across social and web, both locally, nationally and globally.

As well as gaining extensive reach for a very positive message aiming to have a positive influence on our local community’s recycling habits, coverage highlights included features on the United Nation’s website, BBC (radio, online, social), Greenpeace and Republic World.

We gained huge traction on social media platforms locally with an estimated reach of c. 350k as well as local influencer, press and blogger coverage.

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Further reach

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Marketing for good: What’s next

We’re currently planning our next dates around the same theme: “Plastic for Pints” for World Beer Day and “Plastic for Prosecco” for World Prosecco Day.

These will be in partnership with Carlsberg (our beer suppliers) who will offer extensive reach and PR. But most importantly will continue to deliver a strong message about influencing positive recycling habits.

Watch this space!