Regina rolls out ‘net zero hero’ game to champion sustainability

Household paper brand Regina has partnered with creative agency Five by Five on a sustainability-focused campaign built around a nostalgic mini-gaming experience. The interactive game, Net Zero Hero, is designed to engage families while communicating the brand’s environmental initiatives.

The campaign highlights Regina’s efforts in reducing its environmental impact, including goals to achieve net zero. Supported by retailers such as Tesco, Asda and Sainsbury’s, the game introduces Rolly, a character navigating mini challenges themed around water reduction, plastic reduction, CO2 and green energy. Players who complete the game can enter a prize draw to win one of five three-night cabin getaways with a chef dinner experience.

Developed in partnership with tech gaming agency Gamify, Net Zero Hero is being promoted through a short trailer created by Five by Five. The agency also handled all in-store, digital and social creative, while NDL managed prize logistics and distribution.

Graeme Bralsford, marketing and sales director, Sofidel UK: "We loved Five by Five’s approach to this brief and their infectious desire to create something that really stood out and would engage our audience. We hope our customers have fun playing the game and learn a bit about what Regina is doing to play a large role in creating a sustainable future."

George Roberts, marketing director, Five by Five: "It was refreshing to see a brand willing to put their money where their mouth is when it comes to their sustainability credentials. So we were keen to highlight these in a way that was fresh and engaging. We’re really proud of what we’ve created with Regina and Gamify, and looking forward to inspiring a whole new generation of Net Zero Heroes."

The campaign reflects Regina owner Sofidel’s broader ESG investments in areas such as water conservation, energy efficiency and plastic reduction. With Net Zero Hero, Regina is seeking to strengthen its position as a sustainable choice for shoppers and retailers in the household paper category.

www.regina.uk.com

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