Clean In Peace Campaign

When the Wakefern supermarket chain relaunched its in-house household goods brand, Paperbird, ShopRite needed to pivot its strategy from in-store promotional discounts to a campaign based on consumer insight and behavior—a rarity in the industry.

The Paperbird household products campaign, “Clean in Peace,” is built around a universal truth: most of the messes we clean up are not our own. They are the messes their offspring, friends, and relatives carelessly make with no regard for the sanctuary of clean they’re so casually destroying.