Superdrug Shop Smart

Agency: Evoke MInd+Matter
Client: Superdrug

The rise in food banks has been well documented. But in 2022, as the cost-of-living crisis deepened, hygiene poverty emerged as a real issue. And nobody was talking about it. Enter Shop Smart – a small budget PR campaign – that made Superdrug the first health and beauty retailer to freeze prices and donate essential items across the UK. Through carefully selected collaborations and 189 pieces of media coverage, we reassured our audiences that Superdrug was doing all it could to offer value and equality. And by encouraging consumers to ‘shop smarter’, Superdrug saw a 22% rise in their Own Brand sales.