Five and a half years of specialist home, lifestyle and consumer PR …. and more than £5.2 million in equivalent advertising value
When Zeus PR first began working with Fabulosa, the UK’s largest independently owned household cleaning brand, it was a young challenger brand with big ambitions.
Fast forward five and a half years and Fabulosa has established itself as a major international household name, with its exciting, and highly innovative range of fragranced cleaning products sold across the UK and in more than 20 territories worldwide.
For Zeus PR, being part of that journey has meant much more than securing coverage. It has been about understanding where a dynamic and highly ambitious FMCG brand is going next, and using the power of traditional PR and digital PR, and international communications to help take it there.
Building a challenger brand into a household name
Fabulosa operates in an incredibly fast-moving market. New products and ranges are continually being developed, retailers are constantly looking for the next exciting proposition, and consumers have never had more choice.
Working closely with the incredibly creative and talented in-house Fabulosa marketing team each and every day, our role has therefore been to make sure Fabulosa remains part of the conversation. And we have loved every minute of it!
Over the past five and a half years, Zeus PR has secured national editorial coverage for the brand worth more than £5.2 million in equivalent advertising value, with Fabulosa achieving regular weekly placements across some of the UK’s largest newspapers and online news platforms.
That consistency is important.
Rather than treating PR as a series of individual product launches, we have worked alongside the Fabulosa team to create an ongoing flow of news, stories, expert content, product inspiration and consumer-facing campaigns.
The result is a brand that continues to appear in front of consumers again and again – keeping Fabulosa front of mind while supporting its rapid programme of new product development.
PR that keeps pace with NPD
One of the most exciting aspects of working with Fabulosa is the sheer pace of its NPD programme.
For a brand with an extensive UK retail network and its own direct-to-consumer website channel, every launch represents an opportunity to generate excitement, create demand and drive consumers towards purchase.
Our specialist home and lifestyle experience enables us to translate product features into stories that have genuine editorial appeal.
That might mean finding a seasonal cleaning story, identifying a consumer trend, developing a useful home-care angle, creating a product-led feature or turning a new fragrance or innovation into something journalists and consumers want to talk about.
The objective is always the same: make the product newsworthy, make the story relevant and make the brand memorable.
Combining traditional PR with digital PR
The media landscape has changed dramatically since we started working with Fabulosa.
Traditional national press remains hugely valuable, but today’s PR has to work harder and go further. A great piece of editorial coverage can now deliver brand awareness, referral traffic, social content and valuable online visibility long after the newspaper or article has been published.
That’s why our work for Fabulosa has increasingly combined traditional media relations with digital PR.
We don’t just ask: Can we get coverage?
We also ask:
Can this coverage improve Fabulosa’s online visibility?
Can it support search visibility?
Can it create content that consumers are actively looking for?
Can it strengthen the brand’s authority across search engines and the rapidly developing AI search landscape?
By creating authoritative, relevant and highly shareable content and securing links and mentions across high-quality online publications, PR becomes an important part of Fabulosa’s wider SEO and digital visibility strategy.
As search continues to evolve, the value of trusted third-party editorial references is becoming increasingly important. Our approach is therefore designed not simply to generate a spike in attention around a product launch, but to build a stronger and more discoverable digital footprint for the brand over time.
Making every launch bigger
Fabulosa’s NPD schedule means there is rarely a quiet moment.
For Zeus, that means working closely with the Fabulosa marketing team to plan communications around launches, identifying the strongest consumer and media hooks and building anticipation before products reach the shelves.
The PR programme supports the brand across its major UK retail network, while also helping to drive awareness of products available through Fabulosa’s own online channel.
It is a collaborative process, with PR working as an extension of the wider marketing team.
The strongest campaigns are those where product, marketing, PR, social, influencer activity and retail communications all work together – giving consumers multiple reasons and multiple opportunities to discover Fabulosa.
Extending Fabulosa’s influence through partnerships and influencers
As Fabulosa’s profile has grown, we have also supported the brand through influencer and celebrity engagement, creative collaborations and brand partnerships, helping it reach new audiences and extend its online visibility.
This formed an important part of the PR strategy during the earlier stages of our partnership, providing another way to build awareness and engagement beyond traditional editorial media.
Editorial coverage built authority and credibility, while influencer activity created social discovery and engagement. Partnerships also helped introduce the brand to new communities and audiences.
Together, these activities helped reinforce the distinctive Fabulosa personality and supported the brand as it continued to grow.
Taking the Fabulosa story across Europe
Fabulosa’s growth is no longer just a UK story.
With products now sold internationally, Zeus has also extended the brand’s communications activity across Europe.
From our UK base, we create content tailored for European markets and manage a network of European PR partners, ensuring that Fabulosa’s international communications have the same energy, creativity and consistency as its UK presence.
This is particularly important for a brand whose identity has been built so strongly in the UK.
Our job is to take what makes Fabulosa distinctive. The colour, fragrance, personality, innovation and sheer enthusiasm for cleaning, and translate that into communications that resonate with consumers in different markets.
In other words, we’re spreading the Fabulosa love worldwide.
A five-and-a-half-year partnership built on growth
One of the things we value most about our relationship with Fabulosa is that it has grown alongside the brand.
What began as an opportunity to support a young challenger brand has developed into a long-term, multi-market PR partnership.
Over that time, our role has evolved with Fabulosa – from generating national consumer awareness to supporting an ever-expanding NPD programme, strengthening digital visibility, developing influencer and partnership opportunities and coordinating international PR activity.
And the results demonstrate the value of taking a long-term approach.
£5.2m+ in equivalent advertising value
Five and a half years of PR partnership
Weekly national digital and print media coverage
Consistent and impactful UK and European brand communications
Traditional PR combined with digital PR, SEO and emerging AI visibility
But perhaps most importantly, a communications programme that has continued to evolve as the brand itself has evolved.
The power of specialist sector experience
For us, the Fabulosa story also demonstrates why specialist sector knowledge matters.
Understanding the home and lifestyle media landscape means knowing what makes a product interesting to consumers, what journalists need, which trends are gaining momentum and how to turn everyday products into compelling stories.
Combine that with expertise across traditional PR, digital PR, influencer engagement, content creation, SEO and international communications, and PR becomes much more than media coverage.
It becomes a powerful tool for brand growth.
Fabulosa’s journey from challenger brand to international FMCG success is a great example of what can happen when a strong product, ambitious marketing team and strategic PR partnership work together.
And after five and a half years, we’re proud to still be helping tell the Fabulosa story, wherever in the world it needs to be heard next.