Iceland had made the decision to eliminate plastics a year ago and asked us to create an initiative that would move the debate about plastics from talk to action. In January, the supermarket became the first in the world to commit to removing plastic packaging from its 1,400 own-label foods, in just five years.
As a result of careful choreography and sequencing, this pledge was fully supported by Greenpeace and Defra. Reaction included support from the Prime Minister. There were 156 pieces of press coverage alone, including a Daily Mail front cover; broadcast included an exclusive with Good Morning Britain.