Hatched and Cartology took Who Gives A Crap, a brand already associated with cheeky humour and social good, and supercharged retail media as a brand-building growth engine at a time when sales were slipping, creating a success story amid the crowded retail media marketplace.
The agencies’ strategy won them a Best Retail Media Campaign award at the B&T Awards.
Despite brand awareness, the toilet paper company was starting to lose relevance. Trading was down, and “expensive” perceptions of the brand had begun to erode momentum.
Instead of playing the price game, the team went the opposite route—by appealing to premium audiences who care about design, sustainability, and quality, they ran with the brand’s playful and purpose-built DNA.
The results were outstanding—Who Gives A Crap benefitted from a 12 per cent lift in toilet paper sales, a 13 per cent jump in new customer gains, and a 44 per cent surge in online sales.
Hear from the winners below.
