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Who Gives A Crap
Always cheeky, purpose-led brand Who Gives A Crap recently rolled out a Retail Out of Home campaign with Hatched and Cartology that proved the power of brand and trade working together.
toilet rolls sales growth from exposed stores (+2% higher than non-exposed stores)
customer growth from exposed stores (vs +5% higher than non-exposed stores)
customer retention rate and an incremental 2% of customers and sales attributed solely to Retail Out of Home
Campaign Background and Objectives
Hatched and Cartology took Who Gives A Crap, a brand already famous for cheeky humour and social good, and used retail media not simply as a last-mile conversion lever, but as a brand-building growth engine.
With the "Give Back With Your Backside" campaign, instead of playing the price game the team did the opposite. They doubled down on the brand’s playful, purpose-led DNA and went after premium audiences who cared about design, sustainability and quality.
Despite huge awareness, Who Gives A Crap was starting to plateau.
Consideration had stalled, shoppers were trading down, and the perception that the product was “expensive” had begun to erode momentum.
WGAC needed to bridge the gap between building brand saliency and influencing decisions made in-store.
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Solutions and Results
The campaign successfully leveraged Retail Out of Home to bridge the gap between building brand saliency and influencing decisions made in-store.
Leveraging Cartology’s customer insights, Who Gives A Crap were able to target stores with a high density of their core customer segments. A tactical 14 week solution was deployed with strategic upweights based on in-store trade and promotion, revealing that connecting your Out of Home activity with in-store promotion at the right moment drives long-term customer recruitment and retention.
The campaign exceeded expectations, with stores exposed to Retail Out of Home consistently outperforming non-exposed stores. The test and learn confirmed that sustained activity was highly effective, delivering an incremental 2% of customers and sales attributed solely to Retail Out of Home and a retention rate of 69%. For Who Gives A Crap’s toilet rolls in exposed stores, sales grew by +10% (+2% higher than non-exposed stores) with +13% customer growth (vs +5% higher than non-exposed stores), significantly outpacing the declining subcategory.
The campaign also won "Best Retail Media Campaign" at the B&T Media Industry Awards 2025.
