Grey Group Malaysia helps save the ocean with Tesco’s new ‘Unforgettable Bags’ campaign

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Tesco1.jpgIn a new campaign designed by Grey Group Malaysia, Tesco Malaysia has launched ‘The Unforgettable Bag’ – a revolutionary new bag design that is the centerpiece of a campaign to help reduce single-use plastic bags, by encouraging cust­­­omers to bring back their bags for every time they shop

The world produces over 1 TRILLION plastic bags every year, the majority of these are single-use and dumped into landfill and oceans. ‘The Unforgettable Bag’ campaign is launched ahead of World Earth Day, which is celebrated on 22 April worldwide. Through this campaign, Tesco will be introducing a new reusable bag in three unique designs illustrated with endangered sea creatures:

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Each of the animal designs contain a barcode, which will provide customers a 20 cents rebate on shopping at Tesco when scanned, hence encouraging a culture of reuse. Tesco is the first hypermarket in Malaysia to provide rebates for shoppers reusing their shopping bags. The rebate is valid until 31 December 2018.

Grey Group Malaysia’s Executive Creative Director, Graham Drew said, “Every time a bag is brought back, it’s one less in the ocean. With ‘The Unforgettable Bag’, we believe more people will get into the habit of reusing bags. While it seems like a small thing, but together we can all make a huge difference”.

The unique designs also serve as reminders to shoppers of how a slight change in habit, by reusing bags could make a difference to ocean life. These bags are made of recyclable material and durable compared to the normal plastic bags.

Paul Ritchie, CEO, Tesco Malaysia said, “We have halved the number of single-use plastic bags given out in our stores between 2011 and 2017, but the rate of reduction is not fast enough. We hope that we’re able to accelerate the reduction of plastic bag use in our operations. Our aim is to further halve the number of plastic bags this year through ‘The Unforgettable Bag’ campaign”.

Tesco is trialing the campaign in Federal Territory and Johor from 3 April 2018 until 31 May. The campaign will be extended nationwide from 1 June onwards.

Grey Malaysia

Graham Drew, Executive Creative Director

Heng Thang Wei, Creative Director

Ronojoy Ghosh, Creative Director  (whiteGREY)

Jo Yau, General Manager

Austin Lee, Art Director

Ralve Khor  Designer

Xin Yi,  Copywriter

Shamini Kandiah, Copywriter 

Kenzhen Leong,  Account Director

Elaine Ng,   Account Manager

Huma Qureshi, Regional Director PR & Corp Comms APAC

Cedric Wceke, Regional Corp Comms Executive APAC


Production Team

Rawr Studios

Sound Design

Two AM Music Studios