WARL, the agency behind the campaign, has used data analysis to precisely target audiences for the door-drop, print and email campaign which breaks in early April to run around the Easter Bank Holiday. The agency has used web research to evaluate different creative treatments before finalising the creative direction.
The three-stage campaign encourages people to start home composting with the theme "Good for your garden, with great savings for you." The initial, first-stage door-drop will go out to 1.7 million households throughout the UK incorporating a guide to home composting and a special offer on composting bins through local councils.
The door-drop will be supported with press advertising and also with an email campaign to people who are already committed home composters, encouraging them to introduce a friend to the practice.
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