Salience of Purdey’s is low amongst younger audiences who value sustainability and expect their favourite brands to stand for what they believe in.

To be able to educate our audience on the natural energy benefits and the improved wellbeing Purdey’s can lead to, we needed to tap into their sustainable values

We used food waste to fight fast fashion. Turning waste into a new, sustainable product we could giveaway online for people to live their own more sustainable lifestyle.

To coincide with London fashion week, we created a brand new product that used waste fruit like apples, berries and grapes, to make a sustainable fabric dye called PurDyes. We partnered with influencers and challenged them to use our fabric dye to upcycle second-hand clothing into killer new looks.

Sets of PurDyes were given away on social media and an inspiring content series galvanised people to upcycle their own outfits and live more sustainably.

Gen Z is a sceptical group and they expect their favourite brands to stand for the values they believe in. We knew this GenZ audience thrives on being both creative and sustainable. And we knew that they lived online. Our campaign needed to bring those things together in order to target the people we really wanted to speak to. We needed not just to talk about sustainability, but to give them the tools to live more sustainably.

To coincide with London fashion week, we created a brand new product for Purdey’s that used waste fruit like apples, berries and grapes, to make a sustainable fabric dye called PurDyes. We then partnered with a group of influencers and challenged them to use our fabric dye to upcycle second-hand clothing into killer new looks. Each influencer made an unboxing reel, that shared the product and it’s contents and started a conversation with their followers around sustainable living and upcycling. A second reel that shared their creative process and showed them using the dye on the garment. And a final fit reveal that showed their colourful, upcycled outfits in all their glory.

Sets of PurDyes were given away on social media and an inspiring content series galvanised people to upcycle their own outfits and live more sustainably.

This became the most successful social campaign the brand had ever done, achieving +264% more reach.

One of our highest engagement campaigns ever with hundreds of thousands of comments, likes and shares and increased our followers by 10%.

We gave over 300 dyes to members of the public to help promote a circular economy and encourage more people to upcycle.