To fight for the climate.

Now, it should be over with overflowing mailboxes, that is full of ads with great offers.

Now, the digital advertising wins, while the paper version should be banned.

The print advertising is a waste of resources. It writes the Coop in an open letter to the environment minister Dan Jørgensen (S).

Every year there will be printed 84.000 ton of grocery coupons in Denmark, which is distributed to Danish households.

But it must now be over, believes the Coop group, which is behind the supermarkets like Kvickly, Fakta and Irma.

"In a klimatid, when we're talking about what we all can do to reduce the climate impact, we think it is a immediately good idea, just to højrebenet," says ceo of Coop, Peter Høgsted.

He refers to the fact that there are already digital platforms which their customers can access.

40 percent - so much has Coop reduced the amount of grocery coupons the past three years. That can't be cut further without sending customers directly into the arms of competitors.

the Coop group think instead that the industry should take an initiative on climate change, save some CO2 and get tilbudsavisen away.

At one of the competitors, namely the Mariobet Salling Group, which owns the Supermarket, Netto and Bilka, calls for the Coop to be frontrunners on the project rather than waiting for political action.

"It could be exciting, if they want to test, so we can see if consumers take the good in it. It requires no legislation. And we will follow this closely, but we are experiencing at the same time, that many danes are happy for their grocery coupons, and we would like to meet," says Kasper Reggelsen, there is communication director in the Salling Group and points out that the former has been first to store the cigarettes away.

"We have taken note of the fact that Coop is happy for the legislation, which they also proposed in the tobacco field. But we can conversely see that it also can move an entire industry, if you dare to take the lead and not just waiting for the rules being changed, and when we hid the cigarettes away of their own accord as the first, came all the others also follow suit subsequently. And the opportunity they have here," says Kasper Reggelsen.

another option is a voluntary agreement in the industry to scrap the printed tilbudsblade. Peter Høgsted hope and believe it will support to remove tilbudsaviserne from the other chain stores and corporate groups at a time, 'where we tumble over each other on climate issues'.

He can not imagine that there are some of his colleagues in the industry who doesn't think that it is a good idea to 'get the waste and fråds away'.

Peter Høgsted whereas many danes have already rejected the ads with a "advertising, no thanks"-sticker on their mailbox.