Over the last year British Wool has been building brand awareness in the mainstream press.
113 pieces of press coverage
434 pieces of radio coverage
What On Earth Are You Wearing?
This campaign was focused on educating the consumer about the perils of fast fashion whilst explaining that British wool could be part of the solution. We worked with a sustainable fashion influencer (Aja Barber) on this campaign and hosted a public event in Manchester. Press coverage was very positive with articles in national newspapers such as The Telegraph.
What side of the bed do you sleep on?
This campaign built consumer awareness of the use of wool in duvets, pillows and mattresses. We used a light-hearted story about the sleeping habits of Brits to spread the message that wool bedding can help you get a better night’s sleep. This was our most successful campaign to date with coverage in national newspapers such as The Independent, Daily Record and Mirror, lifestyle magazines such as Prima and House Beautiful, and on-line via MSN.
Wool and the Menopause
This campaign highlighted the benefits that sleeping on and under wool could have for women going through the menopause. The main benefit being that wool bedding helps regulate body temperature. We gained coverage in the Mirror, Star and the Daily Record and appeared on over 300 radio stations with a prerecorded interview.
How wool can help insulate your home
Our fourth campaign of the year focused on the cost of living crisis and energy bills by explaining how the use of British wool products in the home could help save money.
The campaign was supported by research which analysed attitudes and consumer knowledge of how well their homes were insulated. This campaign achieved good coverage in local newspapers and also featured in the Daily Express.