This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Tesco: Unforgettable Bag, winner of the Customer Experience Grand Prix in this year's WARC Awards for Effectiveness.

Applying behavioural economics thinking, Tesco greatly reduced the use of single-use plastic bags. In the 12 months after the campaign, bag reuse rates jumped from 5% to an amazing 60%. We spoke to Azliza Azmel, Corporate Services Director at Tesco Malaysia and Graham Drew, Chief Creative Officer at Grey Group to find out more.

Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

Behind the Winning Idea - 'Unforgettable Bag'