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Sustainable deodorant takes to fruit aisle in natural ingredient Tesco campaign


By Ellen Ormesher, Senior Reporter

March 15, 2023 | 2 min read

The ad marks Fussy’s retail partnership with the major supermarket.

Tesco x Fussy

Fussy deodorants are now available at 4,000 Tesco touchpoints, including all its major stores. / M&C Saatchi

Born out of a Kickstarter project, Fussy is the brainchild of ex-Grey London, Mother and Lucky Generals creative, Matt Kennedy.

The refillable deodorant aims to reduce single-use plastic and is certified carbon neutral, with plastic-free refills and fully recyclable delivery packaging.

Previously a direct-to-consumer brand after it secured initial funding from the BBC’s notorious Dragon’s Den, its retail partnership with Tesco is a first for the brand.

To mark it, Fussy worked with M&C Saatchi to create a campaign that pays tribute to the product’s natural ingredients and encourages people to pick up the product at their local supermarket.

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At first glance, the print campaign’s photography looks to be of Tesco produce, but on closer inspection, is actually a Fussy refillable deodorant case.

The campaign is running across out-of-home, press and social channels.

Fussy x Tesco
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