Porter Transformer


In an industry-defining move, Countdown announced a phase out of single-use plastic carrier bags by the end of 2018.The initiative removes 350 million plastic bags from the waste stream every year.

Porter Transformer


As the move to phase out plastic bags was driven by research, market events and Corporate Affairs analysis, it was decided the announcement would be PR-led. 

Porter Novelli was tasked with reinforcing Countdown’s already well-established environmental and sustainability reputation to generate an industry-leading position. 

Porter Transformer


  • In the two days following the announcement, Countdown’s plastic bag commitment reached a cumulative audience of 3,688,072 
  • 106 x pieces of media coverage on the announcement across television, radio and in print. 
  • On social media the announcement generated 1,826 comments, 1,395 shares and 13,000 likes on the Countdown Facebook post on the announcement. 
  • It was Countdown’s most-viewed and engaged Facebook post. Reach exceeded 540,964
  • Support from NGOs and ministers was also secured, including Greenpeace and Green MP Julie-Anne Genter.  We won PRINZ corporate public relations award 2018.
Phase out plastic shopping bags

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Louise Wright – Managing Director

Louise Wright is an award-winning senior practitioner with a reputation for providing shrewd strategic advice, as well as offering creative solutions, to help organisations grow and thrive.

She lives and breathes the Porter Novelli values of winning with integrity, being gutsy, having your back, and enjoying the ride.

With extensive leadership experience, she brings a cool head in a crisis, helping clients through some of the most challenging times they have faced. Louise’s career began in news journalism, followed by magazines where she headed the biggest consumer titles in New Zealand, before moving to PR.

She believes great story telling is essential for all compelling PR campaigns and is renowned for inspiring her clients to take this approach. She has an enviable contacts book and prides herself on her connections with journalists, TV producers, editors, lawyers, agents and sports personalities.

Committed to helping the next generation of communications professionals succeed, she’s a Women in MEDIA mentor and also a mentor for PRINZ. She has a BA in English literature and History, and a Diploma in Journalism.

In her spare time, she’s a school netball coach, and fundraiser for kids’ sports and up at 5am in the rowing season driving her daughter’s squad to training. She collects NZ art and loves hanging out with her not-for-profits: James and Millie.