Velvet to launch campaign for trees

Velvet is set to build on the success of its 2009 ‘Three Trees’ activity with the launch of ‘Campaign For Trees’ with a chance to claim one of up to 250,000 tree saplings.

Campaign For Trees will give consumers a chance to claim one of up to 250,000 tree saplings to plant and help encourage the nation to vote for areas of replanting within the UK, all set to reinforce the brand’s commitment to help grow more trees than it uses.

A new TV ad, created by Fallon, features the Baby MD in a familiar forest selecting areas for trees to be planted with his team. The ad cuts to the board room where Baby MD is delivering a new message to his team on why people should support the campaign and buy Velvet, so more trees can be grown.

The nation will be invited to join Velvet’s Campaign For Trees at www.velvettissue.com and vote for areas in the UK and Republic of Ireland to receive tree planting through its charity partner, Trees For Cities. Every person who registers for Campaign For Trees will receive a tree sapling to plant.

Velvet’s Campaign For Trees will be launched with a £10 million marketing spend, covering new TV, online and consumer press ads, in-store activity, MONP couponing and heavyweight PR support.

Andrea Thompson, Velvet’s assistant brand manager says: “Velvet is now the fastest growing premium brand in the toilet tissue market and has a unique position with the Three Trees promise. We are confident that Velvet’s ‘Campaign For Trees’ will create cut through and engage our loyal and ethically conscious consumers as well as accelerating further brand growth.”