Despite the positive benefits of ownership, only half of U.S. households currently have food-waste disposers. Market-leader InSinkErator was interested in convincing the other half that they were missing out.
After researching barriers to disposer purchase, we sought to reframe the purchasing decision: To remind our target what they were dealing with now, and the good things that could happen as a result of having a disposer.
The best things disposers do is keep you from handling smelly garbage. TV designed to drive traffic to a test market microsite, supported by digital, print, SEM, PR and events.
We made the learning around smelly garbage welcome for consumers using amusing raccoons attracted to trash in non-disposer homes. Our campaign microsite broke down barriers by guiding users through the evaluation process. The content gave helpful entertaining tips.