Positive Change is Serious Business.

We inspired 5 million UK adults to reuse and refill.

The details.

Abel & Cole
Pantry of the Year
The brief

Launch the expanded Club Zero refillable offering in a way that lands with mainstream media and generates conversation.

How we made positive change

As a classically popular British kitchen feature that had a clear link back to refills and a relevance across various economic groups, we identified pantries as a theme that we could play into. We launched Abel & Cole’s inaugural ‘Pantry of the Year’ competition, encouraging the nation to make 2023 the ‘Year of the Refill’ and stock their pantries sustainably. Including tips and advice from BBC’s popular ‘Sort Your Life Out’ presenter, Dilly Carter, we helped make the ‘refillution’ accessible to all.

What we delivered
  • 360 comms campaign
  • Content
  • Influencers
  • Media relations
  • PR
  • Social media

Impact in numbers.

pieces of coverage including the Evening Standard and Independent.
pieces of regional coverage across some of the UK’s biggest local media.
over delivery of the coverage KPI
coverage included direct links to Abel & Cole’s online shop