Following the success of Dunelm’s Home. We Get It. campaign launched last Autumn, the homewares brand launched a second phase in Spring, bringing to life real home truths from its customers, communities and colleagues.

‘Real’ experiences were a popular narrative being used by other brands throughout the pandemic so it was essential we created a point of difference, something completely unique to demonstrate that deeper understanding of the audience, tapping into their loves and hates, to ensure relevancy

To inject some magic into the mundane, we launched the nation’s first ever Great British Bin Week. Inspired by one of the Home. We Get It. TV ad moments, the weekly bin routine.

The campaign celebrated this momentous occasion by throwing the spotlight on the unsung heroes of the pandemic, the hard-working collection crews, encouraging the nation to share their own habits and think more responsibly about their household waste and make small changes that make a big difference to the planet.

To mark the occasion, we created a Facebook event page inviting those to take part in Great British Bin Week which involved prizes, recycling tips and a celeb star appearance from TV personality and Gogglebox star, Scarlett Moffatt.

Scarlett and a network of influencers including Lucy Edwards, Star Holroyd and Maddy Lucy Dann kicked off a national ‘Bin Day Run Way’ challenge, encouraging audiences to throw their glad rags on (or just their dressing gown and slippers!), share content of them strutting their stuff and celebrating Bin Day in their own unique way.

The digital activity was supported by targeted social ads driving attendees to the event page, organic posts, a partnership with waste management company FCC Environment and PR which secured national and regional coverage ahead of the main event.