Zoflora, the UK disinfectant brand, is launching a new campaign called ‘We’re All One Big Beautiful Home’.
The heavy-weight, feel good campaign, premiers on the weekend of 30/31 May, airing with primetime 60 second slots across ITV.
The creative and strategy for this fully integrated, emotively-charged campaign, was developed and produced by Quiet Storm.
The agency drew inspiration from insights showing the rise in the priority of home hygiene amid the coronavirus lockdown.
Alongside everyday household cleaning, many have adopted curious new routines of disinfecting the things we touch regularly or bring into our homes from outside; such as keys, food packaging, door handles and light switches.
The campaign celebrates cleaning habits and the sense of support, community and togetherness brought about by the recent pandemic.
The creative also highlights some of the comedic everyday situations experienced when our homes quickly became a primary location for work, education and online socialising.
Sarah Fozzard, Head of Home Hygiene at Zoflora explained: “We are excited to showcase how Zoflora is helping to keep Britain protected, connected and uplifted; as we all go through these unprecedented times.
“The nation is in love with cleaning; and Zoflora can offer users a hygienic and welcoming space for all of us; where we can feel safe and comfortable.
“This is Britain now, one big beautiful home at its best, pulling together and helping each other.
“We are keen to harness our brand equity and much-loved heritage to recognise and celebrate this coming together – for us all to feel proud of how we are protecting and inspiring each other, finding joy in the little things and each other’s company.
“We are also celebrating those that are keeping us going in this period; including healthcare workers, farmers, delivery drivers; and our own production team in Huddersfield who have worked tirelessly to keep our products in good supply.”
Behavioural planning agency Total Media, will bring the creative direction to life, using behavioural insight to reach Zoflora’s target audiences with TV, radio and publisher activity.
By launching with longer length TVC and content led formats – handpicked for maximum impact – the agency will initially educate the audience, positioning Zoflora as a helpful and supportive brand that is there for customers during the current crisis.
Digital will target the core audiences, reaching them at times when their mood is elevated via sentiment targeting; reinforcing the positive association with Zoflora at this time.
Total Media is supporting Zoflora with programmatic activity to drive reach amongst audiences and beyond; imperative for driving awareness of the messaging.
It will combine this with Spotify and Teads activity, enabling the brand to build on the frequency of TV and radio ads in contextually relevant and positive environments.
Brand communications agency, Mosquito is launching Zoflora’s new web platform to coincide with the creative campaign launch.
Mosquito will also drive campaign messaging across the brand’s effervescent social media channels and hugely successful influencer programme; to reach new audiences while continuing to build and engage Zoflora’s loyal online community.
Fans can expect record-breaking social content which will build on the theme of community connection; coupled with Zoflora’s launch across new social channels, including TikTok.
Zeus PR will be supporting the integrated campaign with a hard-working trade and consumer media relations programme; as well as community outreach activity, supporting those groups adversely affected.
To date, 22,564 bottles of Zoflora have been given to deserving groups and individuals; including NHS staff members, The Hygiene Bank and food banks.