German retailer Kaufland is offering a €10 shopping voucher to anyone interested in transferring unwanted NFTs to the retailer.
Kaufland launched the 'NFT Refresh' online campaign at Fresh4trash.io, which will run until 30 October 2023.
Redeemed vouchers can be spent on fruit and vegetable products in Kaufland stores.
Non-Fungible Tokens
Non-Fungible Tokens (NFTs) are digital assets that can be bought and sold online using cryptocurrencies.
The certificates usually refer to a virtual object, for example a digital work of art. In the past few months, however, NFTs have lost significantly in value, which prompted the retailer to launch the campaign.
Christoph Schneider, managing director of marketing at Kaufland Germany said, "The vast majority of NFTs that are on the blockchain are no longer worth anything today.
"[This is therefore] a perfect time for us to surprise the NFT community with good news."
The face of the campaign is 'NFTobi' (pictured), who is heading up an associated YouTube campaign.
Italian Initiatives
It's not the only NFT-related initiative to be launched by a European retailer this year – in February, Italian hypermarket chain Bennet launched the Bennet NFT Club, the first customer loyalty project by an Italian retailer based on blockchain and NFT technology.
This initiative provides three 'NFT by Bennet' collections, with a total of 2,700 different digital objects on offer, the basic design of which takes its cue from the new Bennet shopping bags created by IED-Istituto Europeo di Design.
Elsewhere, retail cooperative Gruppo VéGé launched a NFT in January to celebrate the brand's inclusion in the special register of 'historic brands of national interest'.
The NFT, entitled L'Italia faceva la spesa, Gruppo VéGé faceva la storia, was available in 99 copies on the industry benchmark OpenSea platform.
