Morrisons is launching an eco-plan similar to Marks & Spencer's Plan A.

From 19 May the retailer will give away 10m resuable bags featuring the slogan "Today, I'm doing my bit for tomorrow with this reusable bag".

Sources at marketing company Billington Cartmell and branding agency DLKW confirmed both had been working on the scheme, which is to be called Today.

Newspaper advertising has been prepared featuring the campaign slogan and information about Morrisons' environmental policies and corporate social responsibility. In its latest report on corporate social responsibility Morrisons said it had reduced the packaging used for own-brand products by 7% and had cut the number of carrier bags used by over 100m. It said training staff in energy awareness had led to a 5% reduction in energy use.