With the pressure increasing every day on the major retailers to prove their ‘green’ credentials, Waitrose had a challenge: how could they make packaging-free shopping accessible and attractive?

In order to unpack shopper habits, and to understand the relevancy of morality in a world of convenience, we deployed longitudinal research to uncover the behavioural frameworks in which their Unpacked scheme operated. As a result, Waitrose were able to continually tweak their proposition based on trusted insight, ensuring that the impact of Unpacked was set to last.