WWF Partnership

Seagrass is no ordinary plant. It is a natural superhero with the power to absorb carbon up to 35 times faster than a rainforest and provide habitats that enable ocean wildlife to thrive. But this “underwater Amazon” is under threat. In the UK alone, more that 90% of seagrass meadows have been lost.

Our Carlsberg brand partnered with WWF in the UK to restore this precious resource and raise climate awareness through a high-profile consumer campaign. Carlsberg also made it easy for consumers to do their bit to protect the planet simply through their choice of beer, by donating 50p to WWF from every special edition pack of Carlsberg Danish Pilsner and Carlsberg Expørt sold to support the seagrass restoration project.

WWF used this funding to start scoping work, including identifying areas along the UK coastline that would be most suitable to grow seagrass, with an ambition to plant seeds that will grow into 30,000 m 2 of seagrass meadows by 2024. The consumer campaign led with a TV ad featuring a seal that takes viewers under the waves to the seagrass meadows below.

A second ad starring a turtle focuses on our Snap Pack, an innovative solution to hold multipacks of cans together without plastic rings. This year, we are supporting the restoration of 100,000 m 2 of seagrass meadows in North Wales.