In a bold step toward zero-waste shopping, Tesco partnered with Loop to bring reusable packaging directly to UK supermarket shelves, making circular shopping as easy and familiar as picking up your weekly essentials. From sauces and snacks to personal care and household staples, customers could choose pre-filled, returnable containers, all professionally cleaned and refilled by Loop.

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This in-store pilot was designed to feel seamless. Customers simply picked up products in durable packaging, paid a small deposit, and returned empty containers via an easy-to-use app - earning their deposit back and keeping the loop going. Supported by in-store displays, clear guidance, and a suite of creative content, the campaign invited shoppers to rethink their daily routines and showed that reuse can be just as convenient as single-use.

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Tesco backed the pilot as part of its 4R strategy - Remove, Reduce, Reuse, Recycle, to explore how reuse could scale within the UK retail environment. As lead creative across photography and content, capturing the everyday ease of reuse in action—showcasing not only the shopper experience but also the sleek, new reusable packaging across participating brands. This included highlighting the clear Loop deposit iconography and visual cues that made the system intuitive, modern, and ready for mainstream adoption.