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EECA launches its reusable shopping-bag-turned-backpack

To help New Zealanders say no to short car trips, EECA is launching the ‘Gen Less ShopPack’. A sustainable backpack alternative to the traditional food shopping bag.

Transport is our country’s biggest carbon emitter. And, 1/3 of all drives are under 2km. Far too often we automatically jump in our cars to run errands or pop out for a quick ‘top-up’ shop. But, with cold engines burning up to 40 percent more fuel, choosing to drive to the dairy down the road burns more emissions than you might think. 

The Gen Less ShopPack is a simple, useful twist on the traditional bag design, repurposing the hand-held carry straps into shoulder straps – freeing you to walk, cycle, skate or scoot home. Woven from 100 percent eco-friendly cotton, it is designed to take a decent sized shop, carrying up to 15 litres. 

Marketing Director at EECA, Jo Bye, says the ShopPack is a genuine solution-based way to get the company’s message out there.

“Cutting down on the amount of short car trips we take is a relatively easy win in terms of making a big difference, with a small impact on our lives.”

“It’s an innovative and clever way to let customers know car emissions don’t have to be part of their lives,” says Kiri Hannifan, Countdown’s General Manager of corporate affairs, safety and sustainability. 

The Gen Less ShopPack is currently available for a limited release in Countdowns in Grey Lynn, Auckland and Newtown, Wellington. 

EECA partnered with Clemenger BBDO for creating the campaign.


Client: Energy Efficiency & Conservation Authority (EECA) 

Creative Agency: Clemenger BBDO Wellington 

Media: OMD 

PR Agency: Hustle & Bustle 

Bag Design: Ortega 

Production: Fish and Clips 

Director: Fraser Chatham 

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