In late 2020, Rumpus was briefed to drive the launch of a new 100% recycled toilet paper brand, set to arrive on supermarket shelves in spring 2021.

The first branded consumer product to be delivered by WEPA UK – already an established manufacturer of private and own-label products – it was vital for us to create maximum impact for the launch. We would use our communications to amplify the brand’s mission to bring an affordable eco-friendly toilet roll to the market, ensuring the success of the brand and helping secure further listings.

• To position the brand as a disruptor in the household paper category, and an alternative to more expensive bamboo products
• To effectively support the first Waitrose listing, ensuring a successful launch and prompting further listings
• To establish a solid online presence for the brand in the form of a new website and social media channels (Facebook and Instagram)

To maximise the budget available, our strategy incorporated traditional trade media relations, but placed most focus on content creation and developing the Feel Good’s owned channels.
This involved working with the brand team on a suite of creative assets including animation, photography, videos, and other engaging content for social.
Our final launch strategy included:

• Press announcement to retail trade media (grocery, independents, and convenience)
• The commissioning of an animated video to introduce Feel Good to consumers, incorporating the main USPs
• The launch and ongoing development of the brand’s Facebook and Instagram channels
• The design and build of a dedicated website
• Content creation for the website in the form of blogs and ‘just for fun’ articles
• Print advertising in The Grocer, the retail industry bible
• Consumer media outreach including sample boxes and branded merchandise
• Social media advertising