Strategy • Digital • Social • Video • OOH • Media


Busy moms were already making the switch to “better-for-you” products in the food and beverage categories. But in the cleaning aisle, they were still choosing the same brands their moms and grandmothers used. Lemi Shine needed to get the word out that their non-toxic, citric extracts deliver a dramatic clean that is safer than those old chemical cleaners.


An integrated campaign inspired moms to #CleanBetterDoBetter by empathizing with the unique pressures they face and reassuring them that “doing a bit better is the new perfect.” And getting rid of harmful cleaning products without compromising effectiveness is way better.

Brand Truth:
Changing small things adds up to big results.


After the campaign launched, the brand’s unaided recall jumped from near zero to more than 13 points in less than 4 months. The buzz got key grocery accounts excited about carrying the product line, rapidly accelerating distribution goals. And traffic to the Lemi Shine’s website from social channels and direct search increased by more than 80 percent.

“Ampersand put me and my team at the center of a creative collaboration that is transparent and thoughtful. I’ve always loved my job, but now, it’s even more fun because creative is driving positive results, not discounting. Can you say more margin?”

– Chris Merriam, Creative Director, Lemi Shine