German retailer Edeka and the World Wide Fund for Nature (WWF) have launched a joint fundraising drive aimed at raising awareness of international conservation projects and inspiring consumers to consume products that are more environmentally sustainable.
Shoppers at participating Edeka outlets will receive one of 180 specially produced stickers – each one showing a different animal from around the world – for every €10 they spend in store.
The stickers can then be collected in a specially designed book, entitled 'Travel Diary–180 Stickers Around the World' and available for €2.49.
The promotion, which is due to take place between 20 August and 13 October, has also been designed to raise awareness of environmental and conservational themes among children.
Edeka said it planned to publicise the campaign by distributing flyers, posters and other promotional materials, as well as promoting it online, on television and in newspaper advertisements.
The project is expected to dovetail with Edeka's recently revised food quality campaign, Wir lieben Lebensmittel.
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