Waitrose Gives a Crap.
On a roll at the brand’s largest UK retail customer.
Who Gives A Crap, the eco-friendly toilet paper brand, has traditionally been a D2C brand in the UK. In 2023, they secured their first major retail listing with Waitrose. Sense has supported this by driving sales and brand awareness among Waitrose shoppers through various eye-catching activations.
We first created the “Garden of Deforestation” at King’s Cross station. This beautiful forest scene, featuring WGAC’s distinctive packaging patterns, was crafted from recycled paper and bamboo, just like their products. Coupons were distributed for redemption at the Little Waitrose in the station or Granary Square.
In 2024, we introduced our “Bum–Powered Change” tuk-tuk to Waitrose stores, playfully showcasing the brand’s impact with a toilet-paper-powered diorama, with sales of both bamboo and recycled paper variants seeing a significant boost.
When Who Gives A Crap launched their limited Poetry Edition rolls in summer 2024, Sense drove sales at Waitrose’s Canary Wharf store with a giant front-of-store display, allowing consumers to create their own ‘ode in the commode’ using the giant roll installation.
shopper activation
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