Saatchi & Saatchi has partnered with The Hygiene Bank to launch a provocative hygiene poverty campaign that shines a spotlight on a pressing UK issue: the choice between eating or staying clean. Dubbed ‘The Edible Soap,’ this campaign blends creativity with social good, offering a masterclass in social impact branding that drives awareness and inspires action.
The campaign’s centerpiece is an edible soap bar designed to mimic baked beans on toast—a staple meal symbolizing the stark realities of poverty. Crafted with The Good Wash, an ethical beauty brand, this soap fuses organic cacao butter, oat flour, avocado oil, and bean flavoring into a product that’s as thought-provoking as it is functional. It’s not just a gimmick; it’s a physical embodiment of the campaign’s brand purpose—to confront hygiene poverty head-on and make it impossible to ignore.
The Hygiene Bank reports that 8% of the UK—about 5.3 million adults—face hygiene poverty, sacrificing essentials like soap to afford food. Shockingly, 20 million Brits remain unaware of this crisis. Henrik Ridderheim, a senior creative at Saatchi & Saatchi, captured the campaign’s ethos: “In a wealthy nation, choosing between eating and washing is absurd. The edible soap reflects that absurdity and pushes our brand purpose to spark change.”
Originally conceived as a standard ad, the idea evolved into a self-sustaining phenomenon, vital for a charity with limited funds. The soap’s bold concept cuts through the noise, amplified by partnerships with chefs like Chantelle Nicholson and Max Coen, who created recipes featuring it. This strategic collaboration showcases how social impact branding can extend a campaign’s reach, engaging audiences beyond the charity’s usual sphere and reinforcing its message through unexpected avenues.
The campaign doesn’t stop at awareness. Virtual soap bars are sold for £15 on The Good Wash’s site, with proceeds funding The Hygiene Bank’s efforts to distribute free hygiene products. A petition to eliminate the 20% VAT on soap further ties into Saatchi & Saatchi’s brand identity as an agency that champions purpose-driven innovation. These actionable steps highlight how branding can deliver real-world impact, aligning values with measurable outcomes.
Authenticity and disruption fuel the campaign’s success. Every element, from the soap’s sensory design to its packaging, is crafted to provoke and connect. Ridderheim emphasized, “Disruption works when it’s real—people sense the intent.” The result? Widespread media coverage and public engagement, proving a strong brand personality, can leave a lasting mark.
For branding enthusiasts, this campaign is a goldmine of insights. It illustrates how a clear brand purpose can set a campaign apart, transforming a social issue into an emotionally resonant story. The edible soap acts as a unique selling proposition—much like a brand’s signature offering—while its shock factor echoes disruptive branding tactics that grab attention in a crowded market. By merging creativity with cause, Saatchi & Saatchi reinforces its brand identity as a trailblazer in impactful marketing, offering a blueprint for how brands can blend innovation with social responsibility.
This initiative also underscores the power of storytelling in branding. The soap isn’t just a product; it’s a narrative device that humanizes hygiene poverty, making it relatable and urgent. For companies looking to elevate their branding, this campaign shows how aligning with a cause can deepen audience connection, turning passive viewers into active supporters.
Curious about hygiene poverty or eager to help? Visit The Hygiene Bank’s website to sign the petition or donate.
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