Zeus PR was thrilled to support our long-standing client Zoflora, the UK’s leading disinfectant brand in launching to the media ‘We’re All One Big Beautiful Home’, a heavy-weight, feel good campaign, which premiered on 30th May, airing with primetime 60 second slots across ITV, and commencing with a Britain’s Got Talent ad break.

The creative and strategy for this fully integrated, emotively-charged campaign, was  developed and produced by Quiet Storm in response to insight showing the rise in the priority of home hygiene, as we strike to keep our environments safe for our loved ones.

Zeus PR has supported the integrated campaign with a hard-working media relations programme, as well as community outreach activity, supporting those groups adversely affected. To date, 22,564 bottles of Zoflora have been given to deserving groups and individuals, including NHS staff members, The Hygiene Bank and food banks.

Alongside everyday household cleaning, many have adopted curious new routines of disinfecting the things we touch regularly or bring into our homes from outside, such as keys, food packaging, door handles and light switches. The campaign celebrates our common cleaning habits and the sense of support, community and togetherness brought about by the recent pandemic. The creative also highlights some of the comedic everyday situations experienced when our homes quickly became a primary location for work, education and online socialising.

Sarah Fozzard, Head of Home Hygiene at Zoflora explains: “We are excited to showcase how Zoflora is helping to keep Britain protected, connected and uplifted as we all go through these unprecedented times. The nation is in love with cleaning, and Zoflora can offer users a hygienic and welcoming space for all of us, where we can feel safe and comfortable. This is Britain now, one big beautiful home at its best, pulling together and helping each other.

“We are keen to harness our brand equity and much-loved heritage to recognise and celebrate this coming together – for us all to feel proud of how we are protecting and inspiring each other, finding joy in the little things and each other’s company. We are also celebrating those that are keeping us going in this period, including healthcare workers, farmers, delivery drivers and our own production team in Huddersfield who have worked tirelessly to keep our products in good supply.”

Sarah continues “Using actual content supplied by real people in everyday homes and workplaces, we will show an authentic view into Britain today, demonstrating Zoflora’s important role in keeping homes protected and energised with our beautiful fragrances.”

Behavioural planning agency Total Media, brought the creative direction to life, using behavioural insight to reach Zoflora’s target audiences with TV, radio and publisher activity. By launching with longer length TVC and content led formats – handpicked for maximum impact – the agency will initially educate the audience, positioning Zoflora as a helpful and supportive brand that is there for customers during the current crisis.

Digital targeted the core audiences, reaching them at times when their mood is elevated via sentiment targeting, reinforcing the positive association with Zoflora at this time. Total Media is supporting Zoflora with programmatic activity to drive reach amongst audiences and beyond, imperative for driving awareness of the messaging, and will combine this with Spotify and Teads activity, enabling the brand to build on the frequency of TV and radio ads in contextually relevant and positive environments.

Brand communications agency, Mosquito launched Zoflora’s new web platform to coincide with the creative campaign launch. The site will provide the destination for viewers of the creative touchpoints to discover the beautifully fragrant world of Zoflora, whilst bringing e-commerce to Zoflora’s web presence for the first time, enabling an omnichannel experience from activation to purchase.

Mosquito will also drive campaign messaging across the brand’s effervescent social media channels and hugely successful influencer programme, to reach new audiences while continuing to build and engage Zoflora’s loyal online community. Fans can expect record-breaking social content which will build on the theme of community connection, coupled with Zoflora’s launch across new social channels, including TikTok.

With almost 100 years of home hygiene experience, Zoflora is the UK’s favourite disinfectant, keeping the family safe from harmful bacteria and viruses, whilst eliminating odours and bringing beautiful, long lasting fragrance to homes.

Zoflora has an extremely loyal customer following with over 4 million households buying the brand. It is available in 3 pack sizes and comes over 20 fragrance varieties, including popular seasonal limited editions.

The iconic brand has been on a growth trajectory for over a decade, driven by exciting fragrance launches and engaging consumer campaigns. The latest industry figures from Kantar Worldpanel*, reveals it has achieved 50.8% market share by value, and growth of 24% vs last year – consolidating its position as the UK’s number one liquid disinfectant brand* with growth continuing to soar.

Independent retailer data** shows that not only is Zoflora growing exponentially, it is also the main driver of growth within the antiseptic and disinfectant category (+60%**) and a significant footfall driver, with the brand gaining considerably younger shoppers than the category average, as well as attracting shoppers from more affluent categories.

Visit Zoflora.co.uk for further details on the product and brand history.


* Source: Kantar Worldpanel 52 22/03/2020

** Zoflora Customer data 2018