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Brief designers, writers or an agency on a campaign: objective, audience, key message, deliverables and timeline. Sample brief included.
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Creative brief: "Refill, Don't Landfill"
Spring 2027 campaign · Client: Bloomwell Home Care · Agency: Studio Marlowe · Brief date 5 October 2026
Client lead | Natalie Brooks | Agency lead | Femi Adebayo |
Budget | £85,000 | Launch | 1 March 2027 |
Background
Bloomwell sells plant-based cleaning sprays in the UK. Last year we launched aluminium refill pouches, but only 9% of customers have bought one. Most people do not know refills exist or think they are fiddly.
Objective
Raise refill share of sales from 9% to 20% by June 2027, and grow awareness of refills among existing customers from 31% to 60%.
Audience
Busy households aged 28 to 45 who already care about plastic waste but feel guilty they do not do more. They shop at Sainsbury's and Ocado and scroll Instagram in the evening.
Key message
One refill saves three bottles, and takes ten seconds.
Reasons to believe
- Each pouch holds three bottles' worth and uses 70% less plastic
- The new click-cap pours without spills (tested with 200 customers)
- Refills cost 20% less than buying a new bottle
Tone
Warm Witty Practical Never preachy
Deliverables
Item | Format | Due |
|---|---|---|
Hero film | 30 s and 6 s cut-downs | 5 February 2027 |
Social kit | 12 static and 6 Reels | 12 February 2027 |
In-store display | Shelf wobbler and end-cap | 15 January 2027 |
Email series | 3 emails | 19 February 2027 |
Mandatories
- Bloomwell logo and the refill pouch shown in every asset
- Use the brand greens and the Recoleta typeface
- No claims about killing germs unless approved by our regulatory team
Approvals
Concepts to Natalie Brooks by 6 November 2026. Final sign-off by Bloomwell's marketing director, Andrew Hale.