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Big brands get behind our new Love Where You Live campaign

28 March 2011

What do the brands on the streets say about England?

Big brands get behind new Love Where You Live campaign

If you’re walking down a street in our nation’s capital, which type of branded litter do you think you’re most likely to see? A fast food wrapper? A sweet packet?

No, the answer, by some distance, is a cigarette packet.

In a dramatic change from last year’s survey results, cigarette packaging now makes up more than 50 per cent of the litter on our capital’s streets, according to Keep Britain Tidy’s latest snapshot survey. In the last survey, in the City of London cigarette packaging accounted for only 14% of the branded litter. In this year’s survey, the figure has risen to 62% - an increase of 48%.

But Londoners are out of step with the rest of the country when it comes to which brands’ packaging they mindlessly throw on the floor.

In more than half of the places surveyed by Keep Britain Tidy – from Manchester to Rugby, and from Sheffield to Southend - it was fast-food packaging that topped the list of branded litter.

Sweet-toothed litterers ensured that confectionery packaging topped the table in Gloucester and Carlisle, while some thirsty folk in Preston ensured that drinks-related litter was the most common in their hometown.

Litter is a massive problem – not just for the companies whose brands feature in our survey – and it costs us £858 million a year to clean up.

Today, Keep Britain Tidy’s celebrity ambassador TV presenter Kirstie Allsopp and some of the companies whose products end up as litter, together with voluntary groups, will be joining forces to launch a ground-breaking new campaign, Love Where You Live.

As part of the charity’s ongoing drive to make England a green and pleasant land in which to live, Keep Britain Tidy is now working with businesses, including McDonalds, Greggs, Wrigley and Imperial Tobacco, along with central and local government and the voluntary sector, on Love Where You Live.

Keep Britain Tidy’s chief executive Phil Barton said: ‘Love Where You Live is a unique campaign. It is about everyone, from individuals and community groups to local authorities and multi-national corporations, working together to transform our country.

‘We need to make a change so that this country is no longer a place where it is, seemingly, acceptable for some to throw litter.

‘It is time for us to start taking some pride in our country and for everyone to love where they live. It is not someone else’s responsibility – it is everyone’s responsibility.’

‘Some companies are taking action, supported by Keep Britain Tidy, to tackle litter and are committed to educating their customers. It would be nice to see other fast food and confectionery manufacturers, along with cigarette manufacturers, take the issue as seriously and become involved in Love Where You Live.’

Environment Secretary Caroline Spelman said:
‘Love Where You Live is about society taking collective responsibility for the litter that blights our communities and countryside and annoys so many of us. 

Campaigns like this are so important to get the message out there that’s it’s not ok to just chuck your litter to the ground or out the car window.  It’s a message that we need to keep repeating to make people who trash our countryside and towns think twice.’

National picture (percentage of litter share/items of litter found):

Top ten most littered brands 2011 2010
1.   McDonald’s  13% 14%
2.   Cadbury 6% 5%
3.   Greggs 6% 8%
4.   Wrigley 5% 8%
5.   Coca-Cola 5% 3%
6.   Mars Incorporated 5% 5%
7.   Unbranded fish&chips/kebab/ 5% 2%
8.   Marlboro (Philip Morris Int) 4% 2%
9.   Lambert & Butler (Imperial) 3% 2%
10. Subway 3% 2%

Read the full report

Visit the official Love Where You Live website


Comment on this article

  • Paul, South East

    Big brands "getting behind" a campaign is not enough. They use it as a public relations exercise and promote a touchy feely impression to "show that they care". If it costs *us* and by that you mean the British taxpayer £858 million a year to clean up the mess of these corporate giants, who minimise processes and maximise their revenue, then they should pay a proportion of the clean up costs, even if they do send their own teams out up to three times a day and pick up other people's litter around their premises. Who picks up the McDonald's litter that's strewn all over a car park a mile from their restaurants?

  • John McLinton, South East

    Living in a multi cultural area with a mixture of Urban and rural type setting it is a key message to get over to everyone.

  • jackie forrest, South East

    Where I live it's not so much the individual brands, but the source of the ltter - the local Tesco Express!! This shop is our local fast food outlet with children buying their snacks on the way to school , children taking their snacks into the local playground and customers dropping their litter as they walk away from the shop. I hate the sight of their carrier bags blowing around the area. I think Tesco should fund and take responsibility for extra litter bins in the area and do more towards cleaning up! After all, they make enough profit from the area.

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