About the project

Challenging the status quo through a deeper understanding of a client’s market


Odor-Eaters traditionally use TV advertising to raise awareness. However it is significantly outspent by Scholl which has a stronghold in the footcare category.

The Grove Media were tasked with building awareness and consideration for Odor-Eaters through the core season (April – September) to introduce new users, re-engage lapsed users and increase frequency amongst current customers.


Tapping into audience insights, we identified radio/audio as the most suitable broadcast channel to deliver reach, frequency and longevity to the campaign. With no other category advertisers using radio, there was also a real opportunity for Odor-Eaters to own the medium.

Our solution combined the reach of commercial radio through Absolute Radio and talkSPORT, with the targeting of Spotify and the engagement of comedy podcast. Delivering a playful and light-hearted audio campaign spanning the key summer months.


This campaign is currently live.