The “Campaign For Trees” launches today (17 May) and includes TV, online, print ads, in-store activity, coupons, new packaging and PR. It will run for 11 weeks across May, June and October.
The TV ad, created by Fallon, features Velvet’s baby MD in a forest choosing areas for trees to be planted and then in the Velvet boardroom telling his team that shoppers should buy Velvet because it means that more trees will be planted.
Velvet is also giving away 250,000 tree saplings to encourage consumers to join the Campaign For Trees and vote on areas of the UK Velvet and partner charity Trees For Cities should replant trees.
The brand also plans to sign up celebrities to support the campaign.
Andrea Thompson, Velvet’s Assistant Brand Manager, says: “We are confident that Velvet’s ’Campaign For Trees’ will create cut through and engage our loyal and ethically conscious consumers as well as accelerating further brand growth.”
Media planning was handled by Carat.
Velvet has an 11.6% share of the £991m UK toilet tissue market, according to the latest TNS figures.
The brand launched a facial tissue range in April.
Velvet is owned by SCA which also owns kitchen towel brand Plenty. Plenty recently unveiled Juan Sheet, as its new brand advertising character.