Flash

The Challenge

As with the evolution of any successful product or service, a gap in the market revealed an exciting opportunity for our client, Navigator Tissues. For years, consumers had seen the same familiar kitchen roll brands dominate the shelves, unchanged, uninspired, and ready for disruption. The time was right for something fresh. 

Recognising this, the client united Navigator Tissues, known for their expertise in kitchen roll production, and consumer goods powerhouse P&G, owners of the iconic Flash brand. The result was a strategic partnership to launch a new generation of high-quality kitchen roll. Introducing Flash Kitchen Roll. 

With the product ready to roll out, the client turned to ROAST after speaking with several competitor agencies. While others offered competent plans, ROAST saw the opportunity to go further, delivering smarter, leaner, and more impactful results within a tight budget. 

To make a splash for a new product backed by a name consumers already know and trust, Out of Home was the medium of choice. While the Flash brand was well established, the kitchen roll was new. Our objective was to let the public know that a household favourite was branching out, bringing trusted quality into a new category with the reliability people already associate with Flash. 

The Insight

Kitchen roll is a “big shop” purchase. It is bulky, usually bought in supermarkets rather than convenience stores, and most often chosen by homemakers during the weekly grocery run. That meant timing and location mattered. If we could reach people close to major supermarkets, right before they shopped, we could influence consideration at the moment it counted. 

The Solution

ROAST recommended Out of Home as the lead channel to create impact quickly and efficiently for a new-to-category product with strong brand recognition. 

Our insights team attended customer research groups and used the qualitative findings to shape the strategy, then executed OOH with two key advantages: 

1. Precise geographic targeting: We focused on the North East and the Midlands, chosen for audience behaviour and strong brand potential. 
2. Smart proximity planning: We placed OOH sites near major supermarkets to reach shoppers immediately before their weekly “big shop,” ensuring Flash Kitchen Roll was top of mind at the point of decision. 

The Outcome

The campaign performance gave the client confidence to invest in further media activity, including a radio campaign delivered in partnership with Global and voiced by actor and comedian Hugh Dennis. 

We treated radio as a natural extension of the product’s usage moments: people listen while cleaning, folding laundry, and doing everyday chores, which aligned perfectly with when kitchen roll is used. The campaign ran across the Global network, layered with regional targeting through local stations and DAX Global’s digital streaming services, reaching listeners in real time, in their own homes.