Royal Mail unveils Sky Zero 'send it greener' campaign

Royal Mail is aiming to show just how environmentally friendly it is with the launch of a new campaign, encouraging UK consumers to send their parcels “greener”.

The push, devised by AMV BBDO, will appear on Sky as part of the broadcaster’s Sky Zero Footprint Fund, a £2m initiative which see five firms handed free TV advertising spots to promote business initiatives that are driving positive behavioural change for a more sustainable world.

Using the £250,000 media value that Royal Mail won from the Sky Zero Footprint Fund in 2022, its TV campaign will run from this week until March 27 on linear and VOD platforms, with a mix of channels and programming across Sky Media’s portfolio.

The brand’s 30” TV creative was unveiled for the first time to the panel of judges at the Sky Zero Footprint Fund Showcase event in December 2022, where it was highly commended for its premium production values and potential impact on UK consumers and the wider delivery industry.

Insights that informed Royal Mail’s campaign and creative execution include the fact that 70% of consumers say they would choose a more sustainable delivery option if they had the choice, while 40% would be willing to pay more for a sustainable delivery option.

More than two-thirds of Royal Mail’s parcels are delivered on foot or by park and loop – by 90,000 posties who walk over a billion steps a day – which, the firm claims, allows them to maintain a carbon footprint that is less than half of their competitors.

Royal Mail managing director, marketing and digital Sonia Sudhakar said that the business is “committed to raising awareness about the real carbon impact of our parcel deliveries. Now, with the help of the Sky Zero Footprint Fund and AMV BBDO, we’ll campaign for our entire industry to do the same, thereby empowering customers to help tackle climate change – today.”

AMV BBDO head of strategy Sam Williams added: “Over 4.2 billion parcels are sent in the UK every year, but we rarely ever stop to think about the impact on the environment of the things we send.

“The campaign seeks to wake us up to this reality by dramatising one of the key differentiators for Royal Mail, the fact that two-thirds of their parcels are delivered on foot. This enables them to have a dramatically ‘lighter’ carbon footprint than the competition. It brings this truth to life through the medium of dance; a mesmerising urban ballet. And then it ends with a very clear call to action to send it greener.”