Supermarket Aisle Intervention Template

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Where we’re concerned at Minute Works, it was George Monbiot who first called our attention to the annexation of the food market(01). Several years on and concerns over permissions, regulations and standards are ongoing.

One related project that we’re proud to have had involvement with saw Greenpeace call for Tesco to remove unsustainable tinned tuna from its shelves. The retailer had pledged to ensure that all of its own brand products were responsibly sourced. However, they then went on stocking Oriental & Pacific tuna caught with fish aggregation devices and large nets(02). The technique harms and kills other sea creatures including dolphins, turtles and rays.

Ahead of the campaign’s planned second phase we created what we’re now calling the Supermarket Aisle Intervention Template; a card device intended to be completed with a call to action, cut out, folded and carefully attached to the front of a shopping trolley. The net fits perfectly inside a single sheet of A3 card.

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The success of the campaign’s first phase interventions meant that there wasn’t an opportunity to publish this concept. Prior to print Tesco backed down and began working with Greenpeace to help make Oriental & Pacific tinned tuna 100% sustainable by 2015(03).

Nonetheless we think there are (perhaps unfortunately) many opportunities to repurpose the template. The Campaign for Real Ale have been working to highlight legal loopholes that allow pubs to be converted into chain stores without planning approval. They’re also asking people to lobby their MPs to back a change to the law that could help prevent unchallenged demolition or appropriation(04). In May 2014 retail customers were given more reasons not to shop at Morrisons when the supermarket turned Antony Gormley’s public artwork The Angel of the North into a soulless advertising hoarding(05). Moreover the anti-war movement continues to voice opposition to Tesco’s 2013 invasion of Denmark(06).

With these causes in mind, rather than consigning the concept to an archived project folder we have instead decided to place the template work on offer:

Buy none get one free!

Minor adjustments might be required to adapt the net to fit alternative trolly models. The design works best with 250—300 gsm 100% recycled card. Be sure to check the paper weight tolerance of your home printer.

This idea can be used for free, forever, when applied to non-commercial campaigns and projects. Copyright © 2014, Minute Works.

Disclaimer: please keep in mind that placing print over paid advertisements is illegal and that you are responsible for your own actions.

01. Monbiot, G. (1995) Monotonous Monopoly. Available: http://www.monbiot.com/1995/01/01/monotonous-monopoly
Last accessed 07/09/14.

02. Densham, A. (2014) From win to bin: our 2014 tuna league table. Available: http://www.greenpeace.org.uk/blog/oceans/win-bin-our-2014-tuna-league-table-20140228 Last accessed 20/09/14.

03. Densham, A. (2014). Breaking: Tesco backs down and Oriental & Pacific cleans up. Available: http://www.greenpeace.org.uk/blog/oceans/breaking-tesco-backs-down-and-oriental-pacific-cleans-20140410 Last accessed 07/09/14.

04. Smithers, R. (2014) Pubs closing at rate of 31 a week. Available: http://www.theguardian.com/business/2014/aug/12/pubs-closing-rate-31-week Last accessed 20/09/14.

05. Perry, K. (2014) Antony Gormley: Morrison’s Angel of the North stunt ‘shocking and stupid’. Available: http://www.telegraph.co.uk/culture/10812525/Antony-Gormley-Morrisons-Angel-of-the-North-stunt-shocking-and-stupid.html Last accessed 07/09/14.

06. Kelpfoot. (2008) Tesco invades Denmark. Available: https://www.youtube.com/watch?v=0PSyiRXIEyc Last accessed 07/09/14.