Sustainable deodorant takes to fruit aisle in natural ingredient Tesco campaign
The ad marks Fussy’s retail partnership with the major supermarket.
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.
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.