Dr. Beckmann gets the nation “lessting”

Dr. Beckmann challenged us to create a through the line campaign that engaged not just consumers, but retailers too, to align with the overarching brand idea of ’Live Lighter’ to drive sales of the Magic Leaves range.

Noticing a cultural shift in how the target audiences were wanting to live with less when they would traditionally be buying more as their maternal urge to be ”nesting” grows, we created and owned a new emerging trend – “Lessting”

Our through the line approach encompassed real-time research announcing Gen X’s behaviour when it comes to ‘Living with Less’, a brand ambassador partnership with declutter expert Dilly Carter providing her own top tips via social amplification and a broadcast day, supporting the wider TV ad and paid media activity.