HOMETHINGS
Supporting the road to retail
ABOUT THE PROJECT
Homethings: Getting buyers on board with green cleaning
We love working with brands who are disrupting the status quo in their categories, so when Homethings approached us in 2022 to help build their profile post their successful Dragon’s Den appearance, we jumped at the chance.
Dragon’s Den had clearly put Homethings on the map for their first-of-their-kind waterless reusable, refillable and plastic-free eco cleaning products where you JUST ADD TAP. But their mission to ‘change the way the world cleans’ had only just started, there was work to do.
We knew that the key to getting more consumers to make the switch to this greener way of cleaning, was to secure a major supermarket listing. So, our first challenge was, how could we get retail buyers to take notice of Homethings on a limited budget?
And so we got to work, leveraging earned media opportunities in trade and corporate media to drive visibility and credibility for the business in places where we knew buyers would see them.
We started by seeding NPD news stories and championing exciting new business hires in trade media.
We also developed a robust founder profiling programme, securing interviews and thought-leadership articles in key retail titles such as The Grocer, The Times and The London Evening Standard, in order to build credibility.
Our attentions then turned toward securing industry accolades that heroed the business and innovation, resulting in Homethings winning industry bible The Grocer’s coveted Start Up of the Year award.
It wasn’t long before Homethings secured its first major retail listing in Waitrose, a pivotal moment for the business.
We continued to support Homethings as they sought out new, exciting opportunities to market their brand and its products to consumers. In 2022, the business came second in the Sky Zero Footprint Fund, securing a £250k investment to produce and run their first ever TV advert. When the ad was aired across Sky’s TV channels and On Demand streaming services, we conducted a sell in to marketing, grocery and sustainability trade titles in order to generate as much noise as possible for the brand - resulting in spots in the likes of Marketing Week, Media Leader, LLB and Edie.net.
THE
GROCER
Numerous category
leadership articles
FOUNDER
PROFILES
incl Evening Standard, The Times
and Daily Express
RETAIL LISTING IN WAITROSE
Secured as a result of industry coverage and Grocer Gold Award Win
