Making better cleaning an easy win
project overview
Lemi Shine partnered with Ampersand to reposition the brand for a new generation of health-conscious consumers. Our integrated campaign helped redefine what a “cleaning win” could look like, reassuring busy parents while driving awareness and digital growth.
Challenge
Changing habits in a category built on tradition
Lemi Shine knew their product stood out against the competition, but they needed to convince their targeting audience to shift their habits. In the food and beverage categories, shoppers were increasingly favoring “better-for-you” products and ingredients, but in the cleaning aisle, busy parents were still choosing the same brands their parents and grandparents used. Lemi Shine needed to get the word out that their non-toxic citric extracts deliver a dramatic clean that is safer than those old chemical cleaners.
solution
We reached parents with messaging that bucked perfectionism and celebrated small wins
We knew the Lemi Shine audience already had enough to worry about, up against the constant pressure as parents to do it all and do it all perfectly. We created a campaign built around empathy and reassurance, emphasizing to parents that “doing a bit better is the new perfect.” The #CleanBetterDoBetter campaign positioned Lemi Shine as an easy way to get rid of harmful chemicals in the home, without adding to the to-do list.
results
Leading with empathy increased awareness, boosted brand momentum, and accelerated growth
After the campaign launched, the brand’s unaided recall jumped from near zero to more than 13 points in less than 4 months. The buzz got key grocery accounts excited about carrying the product line, rapidly accelerating distribution goals. And traffic to the Lemi Shine’s website from social channels and direct search increased by more than 80 percent.
