In a world where love often takes center stage, Plenty, the kitchen roll brand by Essity, is flipping the script by proposing that the three words we long to hear are not “I love you,” but rather “I’ll clean up.” Yes, you heard it right! In their latest integrated campaign, Plenty is challenging traditional notions of romance by highlighting the significance of cleaning in relationships.
Imagine this scenario: instead of showering your partner with expensive gifts or a bouquet of flowers from the petrol station, why not roll up your sleeves and get your scrub-on? According to Plenty’s research, British couples view cleaning as a desirable act of love, and those who clean for each other tend to have stronger relationships.
The campaign, developed by AMV BBDO, is built on the foundation of Plenty’s “Love is Messy” platform, which was established in 2020. The premise is simple yet profound: embracing messiness leads to healthier relationships. Drawing insights from a survey of 1000 British couples, the campaign underscores the importance of cleaning as a gesture of love.
Here’s the kicker: Plenty is taking it a step further with their “Vow To Clean” initiative, where couples have the chance to win a free wedding ceremony by committing to cleaning in their wedding vows. This innovative approach not only encourages enduring behavior change but also positions Plenty as a relationship tool in households across the nation.
The research conducted by Plenty reveals some fascinating insights. Did you know that 72% of Brits believe that a partner cleaning around the house is a display of love? Moreover, over 60% of individuals would prefer a clean kitchen over a bunch of flowers, and 8 in 10 prioritize their partner cleaning up spills over romantic gestures like rose petals and candles.
To bring the campaign to life, AMV BBDO has developed a social media campaign and a 20-second video teaser, offering a playful glimpse into what the couple’s big day could look like. Additionally, Ketchum is providing PR support to amplify the message and drive engagement.
So, if you’re ready to take your relationship to the next level, why not make a lifetime commitment to clean? Head over to the “Vow To Clean” promo page to enter the competition and stand a chance to win a dream wedding ceremony. After all, in the words of Plenty, “Golden is Ours” when we choose to clean with love.
