Kirstie Allsopp to front P&G Everyday Effects

Kirstie Allsopp is to front Procter & Gamble’s global Everyday Effects multi-brand campaign in the UK as the brand tries to encourage consumers to try more of its products.

Kirstie Allsopp
Kirstie Allsopp also stars in Channel 4’s Homemade Home.

She will star in PR, broadcast and branded content alongside TV psychologist Linda Papadopoulos. Previously, Allsopp has fronted ads for rival Unilever’s Persil laundry brand.

P&G will also introduce its ‘Blue Box’ sampling activity targeting groups of consumers in significant life stages. For example new mothers will be targeted with new baby and pampering brands such as Pampers and Olay or young people moving to University will be targeted with samples of household products such as Febreze and Ariel.

UK consumers can sign up to receive the Blue Boxes online. P&G says the activity takes its inspiration from P&G’s global multi-brand Olympics campaign which targeted mums.

The Everyday Effects campaign has been designed to show the “significance of everyday” and focus on the ways P&G’s products can enhance consumers’ lives in small ways that make a big difference, such as freshly laundered clothes, clean hair or a clean-shaven face.

Marina Barker, company communications director for P&G Western Europe, says the Everyday Effects campaign, which is set to run longterm, is an “opportunity to engage with consumers in precious moments and celebrate P&G’s 175 years by highlighting product linkage and the superiority if our brands”.

Alongside, P&G is introducing a sustainability campaign under the Everyday Savers banner designed to demonstrate how consumers can save money and reduce their environmental impact every day by doing things like turning the temperature down on the washing machine and only boiling as much water in the kettle as they need.

P&G has partnered with Mrs Moneypenny, the star of Channel 4 show Superscrimpers, to front the Everyday Waste Savers campaign alongside sustainability organisations Energy Saving Trust, Waste Watch and Waterwise.

The global campaign kicked off in New York last week with P&G’s biggest ever sampling and experiential campaign. 

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here