Press Campaigns
British Wool’s press campaigns play a vital role in raising awareness of the benefits of British wool and promoting its use across various industries.
Through targeted media outreach, press releases, and collaborations with journalists and influencers, British Wool ensures that key messages about sustainability, traceability, and quality reach a broad audience.
These campaigns highlight initiatives such as Wool Month, the launch of new products, and industry partnerships, positioning British Wool as a leading voice in the natural fibre sector.
By securing media coverage in trade publications, consumer magazines, and national press, British Wool strengthens its brand presence, educates the public, and drives demand for British wool products.
During 2024 the campaigns led to 160 pieces of consumer press coverage and 1,113 plays of an interview with Patrick Grant on various radio stations as part of the “Fast Fashion Fatigue” campaign.
Shaun Loves Wool
The “Shaun Loves Wool” campaign is targeting the consumer via carpet retailers (point of sale has been installed in 1,500 retailers) and social media.
Fast Fashion Fatigue
Industry leaders such as Patrick Grant, Rachel from Navygrey, Mark Hogarth from Harris Tweed Hebrides, and Snahal from Jack Masters highlighted British wool’s role in fashion, sustainability, and regional craftsmanship and how this can help combat fast fashion.
How Wool Can Help Insulation Your Home
This campaign 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.
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.
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.
What on Earth Are You Wearing
Working with sustainable fashion influencer Aja Barber, this campaign was focused on education the consumer about the perils of fast fashion whilst explaining that British wool could be part of the solution.
Wool & Wellness
The Wool & Wellness campaign, led by British Wool and the Farming Community Network (FCN), highlighted wool’s benefits for physical and mental wellbeing. At its core, the initiative encouraged knitting communities to create woollen hats for farmers, each with a discreet FCN helpline label.
