.jpg)
Regina launches ‘Net Zero Hero’, sustainability-focused mini-game
The home paper brand partners with Five by Five and Gamify to promote sustainable habits and its ESG initiatives in water, energy, and plastic reduction
Home paper brand Regina, owned by Sofidel, has launched its latest campaign, ‘Net Zero Hero’, a nostalgic-themed mini-game designed to educate families about sustainability and the company’s efforts to reduce environmental impact.
The project was developed in collaboration with creative agency Five by Five and gaming technology agency Gamify, allowing users to guide Rolly, the game character, through challenges related to saving water and plastic, reducing CO₂, and using renewable energy. Players who complete the challenges can enter a draw to win five three-night getaways with chef-prepared dinners.
The campaign is supported by retailers such as Tesco, Asda, and Sainsbury’s, and Five by Five produced the trailer as well as creative assets for stores, digital media, and social platforms. NDL managed the prizes and their distribution.
Graeme Bralsford, Marketing and Sales Director of Sofidel UK, highlighted that the campaign aims to engage users while showcasing Regina’s commitment to a sustainable future. George Roberts, Marketing Director at Five by Five, emphasized the originality of the initiative and its potential to inspire a new generation of Net Zero Heroes.
Sofidel has invested in ESG initiatives focused on water and energy efficiency, and plastic reduction, positioning Regina as a sustainable choice for consumers and major retailers in kitchen towels and toilet paper.
