Our long-standing client Nova Tissue has been named as a Finalist in the Blue Patch Awards Sustainable Innovation category for its ‘Soft on Nature’ toilet tissue and kitchen towel products. The Awards are designed to recognise and celebrate high quality design and genuine, innovative, sustainable approaches to ethical business, which is exactly what the Nova Tissue team were trying to achieve with the ‘Soft on Nature’ range.

The range was created in response to increasing demand for and the need to produce more sustainable hygiene products that are still affordable for lower income households and budget hospitality businesses. Nova Tissue’s research enabled them to create toilet and kitchen rolls that are 45% longer lasting, produced at a carbon-neutral paper mill, and wrapped in 100% plastic-free home-compostable packaging made from potato starch, at a fraction of the cost of other eco-conscious brands.

Engage Comms was tasked with launching the ‘Soft on Nature’ range at the beginning of 2020. We designed and implemented an integrated digital PR campaign designed to build a new audience base of eco-conscious businesses and consumers, focusing on going against the ‘green-washing’ grain with transparent information about the products’ eco-credentials based on research. As part of the launch, we also engaged directly with potential stockists including independent plastic-free and zero waste shops of the range to make them aware of and informed about the brand so that they could confidently sell them on to their customers.

Always evolving the products based on customer feedback, the ‘Soft on Nature’ range has since been expanded to include a zero-waste 100% recycled toilet paper in a loose packed box, which is available on Amazon, eBay and at a network of independent stockists across the UK.

The winners of the Blue Patch Awards are due to be announced in October 2020 – watch this space for the results!