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The Warehouse, in partnership with DDB Aotearoa NZ, has launched the next chapter of its Sustainable & Affordable story, in a campaign showcasing the steps its taking on its journey to make it easier for Kiwis to live more sustainably.
The first campaign in the sustainability platform launched last September and saw huge shifts in the perception of the brand, which has demonstrated a commitment to taking responsibility for its impact on the environment.
The Warehouse was the first major New Zealand retailer to go carbon neutral in 2019 and recently took out top spot in a Colmar Brunton survey as the retailer which consumers spontaneously identified as taking sustainability leadership.
There are now around 9,000 products on its shelves, each carrying at least one sustainable feature, like certified sustainable materials or packaging with reduced plastic and improved recyclability and reusability.
For nearly two decades, The Warehouse has had an ethical sourcing programme in place to monitor its supply factories and ensure the people who help to make its products are cared for. The retailer is also a member of global sustainability programmes such as The Better Cotton Initiative (BCI), the world's largest cotton sustainability programme, and Forest Stewardship Council (FSC) a non-profit organisation that promotes the responsible management of the world's forests.
This year's campaign focuses on The Warehouse’s sustainability achievements, highlighting some of the key areas where The Warehouse has made great progress in making its products more sustainable and affordable for Kiwis.
Jonathan Waecker, Chief Customer Officer at The Warehouse, says the company recognises its important role in encouraging, enabling, and supporting consumers to make more sustainable choices.
"We believe that the decision to live sustainably shouldn't have to cost more, and by making sustainability accessible, we have an opportunity to influence change.
"Of course, we recognise that there is still much more work to be done, but we are committed to becoming the most sustainable company in New Zealand, and each small improvement takes us closer to achieving that goal."
The film follows a Warehouse staff member as she makes her way through the store, watching as products come to life on the shelves and an aisle transforms into a forest.
In celebration of Māori language week this month and to continue The Warehouse's commitment to communities throughout New Zealand, this updated Sustainable & Affordable campaign has also been translated into Te Reo.
The Warehouse campaign launched on 6 September with a 30" and 15" film integrated across TV, digital and social.
Watch here: Te Reo
Watch here: English