Actor Jeremy Irons dumps packaging from his food in front of stunned supermarket workers as a protest against unnecessary waste.
The Oscar-winning star, a keen environmentalist, insists on unwrapping all his groceries while still at the checkout and leaving a mountain of packaging behind.
He is adamant environmentally-harmful global waste levels would be dramatically reduced if other shoppers followed his lead.
Irons tells British Tv show This Morning, "What I do, and I'm advising others to do, is to take off the wrapping at the point of purchase and leave it with them and say, 'I don't want that, I want what's inside.' Leave it there.
"If enough people do that they will say to their suppliers, 'Look we've got to find a way of packaging this so we don't have all this, we can't deal with it.'"
Irons is a leading anti-waste campaigner and headed to the Lebanese city of Sidon for his documentary Trashed, which focuses on the mountains of rubbish blighting the area. Earlier this year (12), he lobbied European Commission bureaucrats about reducing waste and increasing recycling rates.
Jennifer Lawrence stars in the intense new spy thriller 'Red Sparrow', about a group of...
The planet is in turmoil. Superman is apparently dead and crime rates have surged around...
Skilfully written, directed and acted, this offbeat British period film tells a story that catches...
In the wake of his friend Clark Kent's monumental sacrifice, Bruce Wayne and Diana Prince...
It's the early 1940s and World War II is in full swing. Bombs are raining...
Hopes were high that this film might finally crack the curse of movies based on...
Callum Lynch is a criminal facing the death sentence but is given a once-in-a-lifetime opportunity...
Bruce Wayne knows that the Earth is under threat from evil forces much worse than...
Assassin's Creed sees Michael Fassbender cast as the protagonist Callum Lynch, in this action adventure...
After 2013's beefy Man of Steel, director Zack Snyder goes even bigger and darker with...
After a string of award-winning arthouse hits like Kill List and A Field in England,...
'If only we had enough money to move to a bigger house', an ongoing predicament...
Every superhero has a dark side and being 100% human, Batman is in doubt over...
Race follows the life of athlete Jesse Owens and more specifically his athletic career as...