Royal Canin, the pet nutrition company and Imagined Earth, the company that introduced reverse vending machines (RVMs) to South Africa last year, explain that the intiative works by donating one kilogram of Royal Canin food to a pet shelter every time an item is recycled.
The duo’s endearing marketing campaign encourages consumers to recycle with a reward.
“You may have heard of ‘pay it forward’ a movement encouraging acts of kindness that are passed forwards from one person to another,” says Ursula Ndhlovu, corporate affairs director at Royal Canin SA, a MARS company.
"We’re taking that to the next level by introducing pay it paw-ward, where we hope to create a more caring society, and a better world for pets. We believe that this marketing campaign will do just that,” she explains.
The colourful red recycling machines are easy to spot. They’re branded ‘paw-ward’ and have a black and white kitten image – both synonymous with the Royal Canin brand. They are located in the East Rand Mall, (Johannesburg); Cornubia Mall, close to Umhlanga (Durban), and Willowbridge Centre, Tyger Valley (Cape Town). The initiative will also be adding more locations.
The food is distributed to animal shelters including Kitty & Puppy Haven, Friends of Rescued Animals (F.O.R.A), Fallen Angels, Langebaan Animal Care and Pietermaritzburg Animal Rescue.
The reverse vending machines accept most barcoded glass, plastic, Tetra Pak, and metal items that are no larger than two liters, and are in a solid form, that is hard plastic, not packets or bags. A complete list of accepted items is available on the Imagined Earth mobile app for ease of reference and can be downloaded on Apple or Android.
“We are calling on all South Africans to recycle; not only will it help desperately needy pets in this case, but we believe it’s our shared responsibility to promote a greener, healthier planet for all.
“Our brand is globally committed to sustainability, and this campaign is aligned to our strategy of becoming ‘Sustainable in a Generation’, focusing on a healthy planet, thriving people, and nourishing wellbeing for pets,” concludes Ndhlovu.
