342k
donated hygiene products
68%
of shoppers now aware of Hygiene Poverty
Unilever set up a partnership with In Kind Direct, a UK charity focused on distributing company-donated consumer products to charitable organisations, that unlocked a “Buy 2, We’ll donate 1” mechanic. The objective was to raise awareness of the Hygiene Poverty crisis and encourage Tesco shoppers to help contribute by buying key product lines.
The challenge was finding a meaningful way to connect with customers to persuade them to increase the number of Unilever items in their baskets, especially when so many were feeling the squeeze themselves. With research showing 55% of people ranked supporting others with the rising cost of living crisis as the most important contributor to community wellbeing, unlocking the power of local would be central to the success of this campaign.
“We are so proud of the partnership we have created with Tesco and In Kind Direct to help those living in hygiene poverty. We know how much campaigns that relate directly to their local communities resonate with customers, so we wanted to bring this to life through our dunnhumby media across radio and POS.
Kate Holden, Senior Shopper Marketing Manager”
Download the full case study to discover how Unilever:
Raised awareness of the Hygiene Poverty crisis
Encouraged Tesco shoppers to help contribute by buying key product lines.
Created one of the biggest localised campaigns to date across Tesco’s vast retail media estate.
