Worlds Apart teams with RSPCA
New partnership and marketing campaign for plush line Scruff-a-Luvs
From rescuing plush animals to helping real ones, Worlds Apart’s latest plush line Scruff-a-Luvs is set to tug at heartstrings this AW18 with an emotive marketing campaign centred on helping animals in need.
Inspired by animal rescue videos that have gone viral online, Scruff-a-Luvs are the abandoned animals in need of adoption. Inside each box is a sad, matted ball of coloured fur and the only way kids can discover what animal it is, is by loving and caring for it. Once kids wash, dry and groom their Scruff-a-Luv, they will reveal whether it’s a dog, cat or rabbit.
And it’s not just plush animals that will be helped this Christmas. Worlds Apart has partnered with the RSPCA to help animals in need across England and Wales. For each Scruff-a-Luv purchased, Worlds Apart will donate part of the proceeds to the RSPCA, so that real animals can find their ‘furever’ homes.
“Scruff-a-Luvs is all about animal rescue and adoption, showcasing how you can discover the true beauty and personality of an animal with a little bit of TLC,” said Logan Stone, Head of Brands and Marketing at Worlds Apart. “We wanted to be able to give back to a cause that inspired the brand, which is why we are so thrilled to have partnered with the RSPCA. It will be lovely for us and our consumers to know that every Scruff-a-Luv purchased will be helping to save the lives of real animals.”
Ellen Camillin, Licensing Manager at the RSPCA added: "When Worlds Apart approached me to ask if the RSPCA would like to team up with Scruff-a-Luvs I was delighted. Not only will this bring in much needed funds to help animals, they are also the perfect fit for the RSPCA. We believe all animals are beautiful and would urge people to look beyond their appearance to see their amazing personalities. We care for animals of all shapes and sizes in our animal centres. They all have their own unique personalities and are looking for a new family to care for them and give them a forever home - just like the Scruff-a-Luvs."
The RSPCA partnership will consist of on-pack endorsement, PR, influencer activity and social media support from the RSPCA throughout AW18. This charity licensing partnership will form part of the overarching marketing campaign which will also include a launch activity, 1000 TVRs campaign, celebrity influencer activity and digital marketing.