Case Study: Fairy drives rapid national trial and shifts dishwashing habits with Citizen Relations

Fairy drives 4.5% household penetration in 4 months with Citizen Relations

The customer, Fairy, faced the challenge of launching its Skip the Soak product into a mature UK market without using TV or outdoor advertising. Their goal was to drive rapid national trial by overcoming a deeply ingrained consumer habit, as 80% of households believed soaking dishes overnight was essential. Citizen Relations was tasked with convincing cynical Gen Z and Millennial audiences that this daily chore was obsolete.

Citizen Relations implemented a community-first, creator-led PR campaign. The solution involved a mystery teaser to spark FOMO and deploying a diverse "Skip the Soak Squad" of 45 content creators to embed the product across lifestyle feeds, culminating in a live influencer dinner for visual proof. This approach generated over 90 million in reach and helped the campaign achieve 4.5% household penetration in four months without paid media, shifting 3.5 million trialists away from overnight soaking and driving £11.5 million in category growth.

Fairy