Glad tells consumers to ’embrace’ the positive effects of life in lockdown

Kitchen packaging brand Glad is encouraging people share the positive differences of life in lockdown compared to the previous day-to-day with its new campaign.

Alongside the TVCs and digital executions, influencers will be sharing how their routine has changed and how they are using Glad products to entertain and educate their children, with the hashtag #WhatsYourDifferent.


The campaign was created by TPF Group Think with the influencer marketing devised by Forward Agency.


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Spending more time at home has meant I’ve needed to think of creative ways to entertain my son. I’ve recently come up with a simple learning activity that involves practising colours and counting, while feeding a hungry creature. It’s easy to prepare and is so much fun! My son enjoyed drawing and feeding the monster, while I was prompting him to tell me what colour the next feed is. What do you need: 1. a Snap Lock Reseal Bag from @gladaustralia, I used the large size 2. a permanent marker 3. a roll of masking or sticky tape (it will leave marks on the windows) 4. a set of scissors 5. colourful pom poms How to make it? It is more or less self-explanatory, draw a hungry creature on the GLAD Snap Lock Reseal Bag, wet the pom poms so they are easy to move, tape to the window and have fun! Watching my son learn new skills has been so rewarding and is definitely my silver lining to staying home. What is yours? #WhatsYourDifferent #earlylearning #sensoryactivities #ad

A post shared by Elena (@woodnutty) on

Joy Delis, Clorox ANZ marketing director, said the campaign amplifies the values of Glad.

“The campaign came together with a series of life moments that people can relate to – birthday parties that had to be cancelled and now celebrated at home in a new way. The everyday meals and family time together where chores are shared, and families connect. Finding new ways to keep everyone entertained and engaged at home – with what we have in our cupboards and drawers,” Delis said.

Marietjie Muijs, TPF Think director and strategic planner, reflected on how lockdown has changed people’s way of life.

“While going into lockdown, we all experienced a multitude of emotions. The uncertainty of the sudden change and coming to grips with the reality of what self-isolation would mean set off a chain of conversations between everyone on this project. It’s in those conversations where we found common ground and richness.

“We want to invite others into the conversation where we shared our days and all the moments we are experiencing in our homes, where we laughed and offered support on difficult days – finding the silver lining and sharing encouragement daily,” Muijs said.

The campaign will appear in Australia, New Zealand and South Africa on digital, social and TV.


Client: The Clorox Company
Brand: GLAD
Marketing Director: Joy Delis
Marketing Manager: Lee Everson
Brand Manager: Jessica Tsoukalis

Creative & Strategic Agency: TPF Think
Director & Strategic Planner: Marietjie Muijs
Account Director: Marietjie Muijs
Creative Director: James Daniels
Art Direction: James Daniels
Senior Design: Marek Bona
Producer: Simon Hoy
Senior Editor: Marco Damiano

PR & Influencer Agency: FORWARD Agency
Senior Account Director: Lara Doundoulakis
Senior Account Manager: Siobhan Veddovi-McCaughan
Account Manager: Elle Reid
Senior Account Executive: Lizzie Agar
Account Coordinator: Analisse Mammone

Media Agency: Hearts & Science
Account Director: Roxy Howe
Account Executive: Sarah Hansen
Dynamo Work
Business Director: Keri Brown

Media Agency: Resolution Media
Head of Social: Emelie Lundberg
Social Manager: Dee Hamza


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