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LATEST NEWS
Here’s what’s been happening at the Aduro office recently. Check back soon for more exciting new developments.
CHANGING PERCEPTIONS OF TEAPIGS
Bringing a bucket load of big, bold, and beautiful to premium tea brand teapigs, we held the party of the year at Peggy Porschen on Kings Road. As part of our campaign to inject a little life and colour into teapigs we held a tea party hosted by the iconic Victoria Scone and invited fabulously bright and bold influencers who live life BIG – reaching and engaging our target audience of a new, younger demographic of 30+ health-conscious women. Hosting a tea blending session guests were able to get hands on and blend their own teapigs teas to take home, alongside a bag of branded goodies and oodles of inspo!
THE MARVELLOUS MAINSTREAM: IN TIMES OF LESS THINK MORE
It’s clear for everyone that the challenging times we are living in right now are not going away anytime soon. With this second Marvellous Mainstream report, we explore the complexity of how to market effectively to consumers right now, offer our expert view on how we can influence and impact buying behaviour through a commercial and cultural lens, and provide you with a step-by-step plan of how you can ensure marketing is still effective.
To download the full report, click here.
IN KIND DIRECT: NOT A CHOICE
Our ongoing work supporting In Kind Direct, one of King Charles’ patron charities, has seen huge impact for the charity raising awareness of the very real issue of hygiene poverty and driving more donations and new partner sign ups. With the cost-of-living crisis pushing more of the country into hygiene poverty this is a client we are incredibly proud to support on its mission to make essential products accessible to everyone. Through our hard-hitting, headline-generating report on hygiene poverty, we reached over 127 million consumers, signed up over 300 new charity partners, and saw a 15% increase in Justgiving donations. However, most importantly, by raising awareness, we ensured products got to those most in need.
Dementia UK – ‘I Live With Dementia’
There is a staggering number of people currently living with dementia in the UK, including all of the individuals affected through being close to someone with the diagnosis. The impact on these individuals is not often talked about, and therefore we wanted to open that conversation and raise awareness of the resources available at Dementia UK. This gave us the idea to champion Dementia UK ambassadors and the Admiral Nurses through hosting virtual events to have an open and honest discussion about the realities of living with dementia and how the charity can support those in need.
ADURO GROWS LIST OF BIG BRAND PORTFOLIO BUSINESS WITH LATEST SIX-FIGURE WIN
Aduro kicked off 2023 with a bang – and a six-figure win. Brand giant TATA Consumer Products has hired Aduro to deliver Reliably Brilliant campaigns for two of its tea brands, Tetley and teapigs, alongside a top-secret new product launch set to shake up a category of Goliaths.
Joining Aduro’s client list of mainstream brands, the Tetley brief was to reposition this cupboard stalwart with a purpose-led campaign that stands for something different within the category. Aduro will be brewing up an engaging content series, steeped with top tier talent alongside a splash of local community engagement. For premium tea brand teapigs, Aduro’s creative platform will extend across all channels, with bold and flavour-packed execution across influencers, press and social media.
THE MARVELLOUS MAINSTREAM REPORT
Mainstream mass audiences are under pressure in 2023 - how should brands react? Following our epic report launch event in February, we are excited to share our Marvellous Mainstream report which answers just that. At Aduro we work with brands that respect and serve mass mainstream audiences in so many ways, every day. We’re relied on by our clients for our creativity, but also for our insight. 2023 is set to be a big year for anyone charged with leading a mass mainstream brand. A challenging year, no doubt, but hopefully also a year of hope and optimism. We hope you find some useful perspective in this report. Download here.
WE ARE CELEBRATING OUR 10th ANNIVERSARY AND IT’S OUR BIGGEST YEAR YET
Having hit double digits in 2022, we are proudly celebrating a string of business wins, huge growth in our social division, two new hires, and a wealth of success for client campaigns.
Welcome to the roster… Dementia UK becomes the latest charity sector win as we work hard to raise awareness of the effects of dementia while myth-busting misconceptions about the condition via a social and media programme. This will run alongside the charity’s OOH activity. We have expanded our leisure portfolio with the UK consumer launch for The Park Playground. This unforgettable VR experience first arrived in Belgium in 2018, followed by the Netherlands, and it will have three initial UK sites - Leeds, Birmingham, and Manchester.
Soaring social success… Since January 2022, we’ve seen a 67% uplift in income for our Social Division. Existing accounts including Pharmacare’s Sambucol, Hartley’s 10Cal and Jelly Pots, have all been expanded to cover social in the remit. This will include asset creation, social strategy, content creation, social management, and community management. We have also won the social business for global wine producer Concho Y Toro.
Transforming the talented team…With such healthy growth comes the need for new starters. Kezia Blake joins team director Hayley Ainscow to bolster the company’s social offering – bringing experience from Jaeger and Marks & Spencer. Eloïse Selwood has joined the account delivery team from Grayling Southampton, with experience managing numerous stakeholders and clients within the charity and sports sectors.
Aduro Trend Report
The latest Aduro Trend Report delves into something of a PR Unicorn, the unique prospect of a winter World Cup. There are myriad options available to brands - jump straight in and go big on patriotism, be brave and challenge the Qatar status quo, or ignore it all together and focus on something else entirely. Read the full report here and decide which side you’re on. PRWeek just asked our Creative Director Poppy all about it too. Read her verdict here.
New Campaign Launch: In Bioglan Balance
In Bioglan Balance has seen the top sporting talent in the UK tell us how they find balance. Viewed by over 200k people so far, the four-part content series has seen us stretch with rugby legend Ugo Monye, shimmy with TikTok sensation Leonie Joyce and pump iron with England rugby star Joe Marler (spoiler alert: he’s stronger than us). Our quest for outstanding content even saw us pop round to two-time Olympic rowing champion Helen Glover’s place for a go on her paddle board. Overall, In Bioglan Balance is the kind of campaign that ticks all the boxes; sales spikes? Check. Over 190 earned media features? Check. All kinds of fun to deliver? Triple check. See the series for yourself here.
New campaign launch: #PaidLeaveTogrieve for C.P.J. Field
We’re very proud to be launching the #PaidLeaveToGrieve Campaign with our client CPJ Field. Did you know there is no bereavement policy in place in the UK? We think there should be, and because grief isn’t linear, it should be flexible too. Watch the incredible Stacey Heale and Flora Baker sharing their experience with grief here and show your support by signing our petition here.
