In 2006, Tesco customers cited the environment as an area of greatest concern, and singled out plastic bag usage in particular. Tesco therefore launched Green Clubcard Points with the objective of reducing carrier bag usage through rewards rather than penalties. This paper outlines how the campaign was communicated using television advertisements featuring celebrities, including Ronnie Corbett and Martine McCutcheon. These ads were supported with media relations activity and direct marketing to Tesco customers and staff. Over the period of the campaign, Tesco increased customer volume by 140,000 and reduced its carrier bag costs by £4.5m. Tesco were also rewarded with a dramatic improvement in customers' perception of their green credentials