Astonish
Cleaning-up in the specialist category
TAKING A 40-YEAR OLD BRAND TO THE NEXT LEVEL WITH ASTONISH’S FIRST EVER INTEGRATED CAMPAIGN
The Challenge
Known for manufacturing quality household cleaning products at low prices for almost 50 years, we helped Astonish to take the next step, with the Yorkshire brand’s first major marketing investment.
With widespread listings across discount and independent retailers, Astonish set their sights on the major supermarkets with an innovative new Specialist cleaning range.
We were tasked to launch this new range, driving awareness, encouraging trial, and disrupting a category dominated by multinational stalwarts.
Our Approach
Everybody hates cleaning the oven. It’s the most hated household chore and one we’re most keen to avoid or put off. Astonish’s new Oven and Grill Cleaner presented a new, easier and quicker, way to clean your oven that overcomes this. Our campaign didn’t just need to show how this product works but, more importantly, the real life benefits to the user.
The campaign, which ran for 3 months at the start of 2020 across ITV National TV as well as activation online, out-of-home and in-store, opens a window into the busy life of a modern family, showing the non-stop role the oven plays at the very heart of it in a warm and memorable execution contrasting the category norm.
Results
sales increase for hero product
sales increase for hero range
sales increase across brand