Dr Will's: Saving a supermarket listing
CASE STUDY
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Services provided
Campaign Strategy
Organic Social
Community Mobilisation
Influencer Marketing
PR Support
Retail Strategy
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The challenge
A make-or-break moment on the shelf
Dr Will’s had secured a dream Tesco listing. But dreams quickly turn into deadlines when rate of sale isn’t where it needs to be.
A de-listing was on the cards. With the clock ticking, they needed a way to rally the nation, shift stock at speed and prove they belonged on that shelf.
The fix
A community-powered campaign with real stakes
We built a zero-budget campaign that didn’t rely on paid ads or perfect polish, just smart strategy and emotional storytelling:
🎉 Created the “Save Our Sauce” campaign which encouraged the community to buy 10,000 bottles in Tesco, and Dr Wills would donate £10k worth of sauce to UK food banks.
🎉 Rallied friends, family, fans and founders with scrappy but mighty content across WhatsApp, Instagram, LinkedIn and email.
🎉 Leant into founder-led storytelling which was raw and real and relentlessly personal.
🎉 Made it feel urgent, emotional and worth backing not just to save the listing, but to give back.
The impact
A lifeline that became a launchpad
🛒 10,000 bottles sold through Tesco which was enough to save the listing
💬 191,751 people reached on LinkedIn alone, with zero spend
🍅 10,000 units donated to UK food banks
📈 +21% increase in collective followers
📍 Secured a spot on Tesco’s incubator programme and expanded listings
This wasn’t just a campaign. It was a movement, and it worked.
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Why it matters
Proof that gutsy marketing beats big budgets
When you're a small brand playing in big retail, you don’t get second chances. Dr Will’s needed results fast. We turned their community into a conversion machine and kept them on the shelf with zero ad spend.
We proved you don’t need a media budget to shift volume, you need a strategy that cuts through.