Just Eat Takeaway (JET) has committed itself to reducing single-use plastic in food delivery and this is a core element of the sustainability framework it has established to guide its positive action.
It has adopted an innovative approach to this problem by working closely over a number of years with two partners – Earthshot winner Notpla, and Vytal – to test sustainable single-use packaging as well as reusable solutions. Notpla uses a seaweed-based lining that makes takeaway packaging recyclable and biodegradable while Vytal has developed reusable packaging solutions at scale.
Capitalising on its sponsorship partnership with UEFA, JET saw a real opportunity to drive sustainable behavioural change across a much wider audience by introducing these packaging options to football fans across Europe.
Focusing on the finals at key stages of UEFA’s tournaments – where UEFA has control of what happens at the stadia – JET introduced this sustainable packaging and promoted it on the back of its sponsorship agreement across Europe. This inventive and inclusive sponsorship used existing relationships to take sustainable messaging to a broader audience across the men’s and women’s football game at mass events – and demonstrated first-hand how more environmental packaging solutions can be applied at scale.
The results have been fantastic. More than 327,000 of sustainable packaging has been provided to over 490,000 fans who collectively attended UEFA finals over the past two years. And the sponsorship has provided a valuable launchpad to taking sustainable packaging into new territories and sporting events.
