To support Denby’s commitment to sustainability and social impact, we launched a campaign that spotlighted the environmental cost of fast homewares while raising awareness of Denby’s new partnership with housing and homelessness charity Shelter.
Denby aimed to take a leadership position on the issue of homeware waste, highlighting its own sustainable practices and products in contrast to a throwaway culture. At the same time, the brand needed to communicate the impact of its partnership with Shelter in a way that would resonate with socially conscious consumers.
With sustainability becoming a key concern in the interiors space, consumers were increasingly aware of the environmental impact of their buying habits. However, many lacked practical guidance on how to shop more sustainably or what to do with unwanted homeware items—making this both a timely and relevant conversation for Denby to lead.
We launched the Denby Reloved campaign to drive awareness and action around sustainable living in the home. At its core was a national conversation about waste, supported by bespoke research exploring attitudes toward homewares and the barriers to prolonging their life. A strategic charity partnership with Shelter encouraged people to donate unwanted homewares, which could be resold to support the charity’s work—while Denby offered discounts on new, long-lasting ceramics as a reward. To bring the message to life, we partnered with broadcaster and sustainability advocate Miquita Oliver, creating engaging content and practical tips around shopping and styling more sustainably.
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National press coverage