Clarity Comms Launches Stainless Steel Straw Campaign for EatSure

Clarity Comms created the 'Sip Without Plastic' campaign for Rebel Foods' EatSure platform. The work replaces single-use plastic straws with reusable stainless steel alternatives as an opt-in at checkout.

The campaign distributed 15,000+ reusable straws. EatSure, Rebel Foods' multi-brand delivery platform, integrated the sustainability option directly into the ordering flow: users select the stainless steel straw at checkout instead of receiving plastic by default.

Clarity Comms positioned the initiative as a consumption behavior shift rather than a one-time awareness play. The checkout integration means every order becomes a decision point. The campaign was featured in the Social Samosa Yearbook 2026.

Rebel Foods operates cloud kitchen brands including Faasos, Behrouz Biryani, and Oven Story. EatSure serves as the company's multi-brand ordering platform. The straw program runs across EatSure's full menu catalog.

The 15,000-straw distribution number represents verified opt-ins: users who actively chose the sustainable alternative during checkout. Clarity Comms has not disclosed conversion rate data or what percentage of orders included the straw selection.

The campaign marks one of the first checkout-integrated sustainability initiatives in India's cloud kitchen sector. Most food delivery sustainability programs focus on packaging: compostable containers, reduced plastic wrap. The straw program shifts the intervention point to user choice during ordering rather than fulfillment.