Sustainable Deodorant Fussy Announces Retail Partnership with Tesco in Campaign from M&C Saatchi London

Sustainable deodorant brand Fussy has revealed a new campaign to mark its first retail partnership, with Tesco. The push was developed in partnership with M&C Saatchi London.

Launched as a Kickstarter project in 2020 by Matt Kennedy, a former creative at Grey London, Mother and Lucky Generals, refillable deodorant brand Fussy aims to banish single-use plastic from the bathroom. Its deodorants are certified carbon neutral, with plastic-free refills and fully recyclable delivery packaging.

The company, which now has more than 100,000 customers in the UK, secured a double investment from Peter Jones and Deborah Meaden after a successful appearance on BBC's Dragons’ Den in 2022.

Until now, Fussy’s products have only been sold direct-to-consumer, via its website. Now, as it embarks on its first retail partnership, it will be sold nationwide at Tesco across 4,000 touchpoints, including all its major stores.

To mark the new partnership, Fussy has worked with M&C Saatchi London to develop a new campaign that nods to its all-natural ingredients and sustainable credentials, encouraging people to pick up its products at Tesco.

The new campaign features what appears at first glance to be a crate of oranges in a Tesco store, which is in fact filled with Fussy’s distinctive pebble-shaped deodorants in Burnt Orange, one of five colours of case available. The ad carries the line, “Fussy. Natural refillable deodorant. Available at Tesco.”

The campaign is running across out-of-home, press and social channels.

Matt Kennedy, founder and CEO, Fussy, said: “Following the amazing growth we’ve experienced over the last three years, we’re excited to explore new channels and find new ways to reach potential customers. This partnership with Tesco represents a big step forward for us in our mission to make refillable solutions the norm and banish single-use plastic from the bathroom.

“It’s been fantastic working with M&C Saatchi on this campaign, which announces Fussy’s entry into bricks-and-mortar retail in a subtly humorous way, while also showcasing its stylish packaging and nodding to its natural ingredients.”

Matt Lee, executive creative director, M&C Saatchi London, added: “For this campaign, we kept the idea and execution simple. How do you show people that Fussy is available in Tesco? By showing it on display in Tesco - but in an interesting way that highlights what it’s all about as a brand: sustainability and natural ingredients.”