The initiative, which is scheduled to launch in late spring or early summer, will be supported by a national promotional drive, spanning press and online advertising, created by Spirit Advertising. The agency will also produce ongoing communications and customer acquisition campaigns.
Separately, former Lever Brothers chairman and chief executive, Andrew Seth, has been appointed chairman of the green loyalty scheme.
Seth, who also has a stake in baby-food brand Plum Baby, will help develop and promote the scheme.
The programme, which also expects to name a managing director in the near future, will offer a range of green 'rewards', such as clothing made from recyclable materials, as well as eco-friendly experiences and charity gifts, redeemable for points or a combination of points and cash.
Earlier this month, the initiative became the official green loyalty scheme provider for customer relationship marketing provider Arvato Loyalty Services.
Arvato is in negotiation with its partners, including Land Rover and Alfa Romeo, regarding affiliation to the initiative. It is expected to name the scheme's founding partners shortly.
Green Rewards will enter a fledgling loyalty category that includes Carboncred.co.uk, an online scheme, which launched last year.
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