Asda is urging consumers to take recycling seriously with the launch of its first online viral game, starring the character Landfill Bill.

To coincide with Recycle Week starting on June 2, Asda will e-mail the game to customers, staff and partners to drive traffic to its web site, which will then explain the grocer’s overarching “People, Prices, Planet” campaign to build a more sustainable business.

In the game, created by design agency Matmi, players must help Landfill Bill recycle. At the end, it reveals how much UK waste has gone to landfill during the time it has taken to complete the game.

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