Andrex Gets Even More Comfortable with Retail Media

The Challenge

Andrex faced declining household penetration, with inflation pushing consumers toward promotions and own-label alternatives. With 71% of toilet tissue households still not buying Andrex, the brand needed a bolder approach to drive incremental growth in a highly commoditised category.

The Strategy

PHD UK placed audience strategy at the heart of media planning, identifying the right audiences for acquisition, retention and engagement, and finding the right message to increase relevance and reason to buy. Incremental growth became the foundation of the strategy.

Execution and Innovation

The campaign leveraged AI-powered tools to compress timelines for partner discovery and rapid market expansion.

Results

Household penetration up 200K households.

New to Brand shoppers for hero product up 20%.

Conversion rate up 588%.

ROI up 150% year-on-year.

Judges' Verdict

"An outstanding evolution of retail media, transitioning from traditional sales delivery into a sophisticated long-term growth engine."