Bring Your Own Cup

3 in 4 of us own a reusable cup, yet only a third of us say we use it at least once a month, and in the UK, we get through a whopping 8.2 million disposable cups every day (WRAP) with only 4% getting recycled. Most disposable cups end up in the regular bin - or worse, contaminate other recycling - because they contain a plastic lining which needs special recycling.

Hubbub, supported by Starbucks, launched BYOC (Bring Your Own Cup) to tackle the problem of disposable cup waste and create a social norm around reusables, by reminding people that it’s worth it to BYOC and rewarding those who do. To remind our 25–35-year-old target audience to use their reusable cups, we ran a multi-channel campaign. A key element was our BYOC coffee van, which popped up in Cardiff, Manchester and London, giving away free coffee to punters who brought their own cup. Our media approach included TikTok and Spotify ads, influencer collaborations and geo-targeted placements to drive people to our pop-up. Our digital campaign reached 3.7 million people. Of those who saw the campaign: 97% said it would encourage them to take their reusable cup with them when they go out - that’s equivalent to 3.5 million people switching to reusables. 53% have since looked for other ways to switch to reusables and reduce waste. 99% want the pop-up to visit more locations across the UK with many enjoying the added social benefit.