Independent ad agency TRP has been appointed by Urban Ethos to lead brand strategy, creative and media, as the kitchenware brand looks to accelerate growth and increase category recognition.
Founded in Australia, Urban Ethos has built a following for its functional, design-led kitchenware, with a focus on quality, durability, and everyday practicality. The kitchenware category is highly competitive. Urban Ethos has entered the game through a clearly differentiated approach, bringing new product innovation and eco-conscious solutions.
Michael Vidor managing director Urban Ethos said: “We’re proud to be a small Australian brand taking on major category players,”
“As part of that, we see it as our responsibility to push the category forward, rethinking the materials we use, repurposing waste wherever possible and reducing the use of virgin plastic without compromising quality or performance. We believe the future of kitchenware is not just functional, it’s responsible. Partnering with TRP allows us to bring this vision to life through stronger brand strategy, creative and media, ensuring more Australians can discover and choose products that are better for their homes and the planet.”
Kyle Ross head of strategy at TRP said: “This partnership is about making Urban Ethos quick to mind and easy to find,”
“Because when you get that right, growth follows.”
TRP helps brands understand which signals actually drive choice and turn it into distinctive creative and media that win in the moment of need. TRP has notable work for Honda, Samsonite, American Tourister and Twisted Healthy Treats.
