Earned Media Campaign for Circular Homeware Innovation

Ever Forwards delivered a six-month earned media PR campaign for ReBorn, a UK sustainability brand pioneering circular homeware solutions made from recycled materials.



The campaign promoted the launch of the SquishBin, an innovative household recycling solution designed to help consumers manage flexible plastic waste, aligning with the UK’s upcoming Simpler Recycling legislation.

Through targeted media outreach, editorial storytelling and product review placements, the campaign positioned ReBorn as an innovator in sustainable home design while securing national press coverage across leading lifestyle, interiors and sustainability media.

Background

ReBorn is a UK-based sustainability brand focused on reimagining everyday home products through circular design. Founded in 2023, through its patented manufacturing process, the company has already prevented:

• 480 tonnes of CO₂ emissions
• 28 tonnes of landfill waste

All products are:

• Manufactured in Britain
• Produced using 100% recycled materials
• Designed to be fully recyclable at end-of-life

Ever Forwards was appointed to deliver a six-month PR campaign promoting the SquishBin and ReBorn’s sustainable kitchen accessories, building awareness among environmentally conscious consumers and homeware audiences.

Challenges

The campaign needed to achieve several key objectives:

• Position ReBorn as a credible sustainability brand within the competitive homewares sector
• Educate consumers about flexible plastic recycling requirements
• Build national brand visibility for a relatively new brand
• Secure editorial product reviews and buying guide placements
• Demonstrate how sustainable design can deliver practical household solutions

At the same time, the campaign needed to align with the UK government's Simpler Recycling reforms, which require households to begin collecting flexible plastic packaging such as:

• Crisp packets
• Bread bags
• Plastic film and wrapping

This created an opportunity to position the SquishBin as a practical and stylish recycling solution for modern homes.

Strategy Development

Ever Forwards developed a targeted earned media PR strategy designed to position the SquishBin at the centre of the conversation around sustainable living and household recycling innovation. The strategy included:

Strategic Media Targeting

Using Ever Forwards’ extensive media database and editorial relationships, identifying journalists across:

• Sustainability
• Home interiors
• Lifestyle
• Home improvement
• Consumer innovation

Editorial Storytelling

Developing campaign messaging that positioned the SquishBin as:

• A solution to new recycling legislation
• A design-led home organisation product
• An example of circular economy innovation
• 
  

Product Review Strategy

Securing product reviews, sustainability features and buying guide placements within trusted consumer media to build credibility and drive consumer awareness.

Sustainability Narrative

Highlighting ReBorn’s circular manufacturing process, UK production and environmental impact reduction.

Media Coverage

The campaign secured national editorial coverage and product placements across leading UK consumer publications including:

• Good Housekeeping
• Ideal Home
• Grand Designs Magazine
• Top Santé
• Daily Express
• 
  

Coverage included:

• Product reviews
• Sustainability features
• Home organisation content
• Consumer buying guides

These placements positioned ReBorn as a credible voice within the sustainable homeware sector.

Results

The earned media campaign delivered strong visibility and editorial credibility for the ReBorn brand.

• XX million consumer reach
• XX% of UK adult audience reached
• £XX equivalent advertising value
• National product reviews and buying guide placements
• Coverage across leading lifestyle, interiors and sustainability publications

The campaign successfully positioned ReBorn as an innovative circular homeware brand while introducing the SquishBin as a practical solution for households adapting to new recycling requirements.

Ever Forwards Services Delivered

Ever Forwards delivered a strategic earned media campaign designed to maximise editorial exposure and measurable PR impact.

• Earned Media Campaign Strategy: Developing targeted PR strategies that align product launches with consumer trends, sustainability topics and policy developments.
• Media Outreach & Press Engagement: Leveraging strong journalist relationships and editorial databases to secure coverage across trusted national publications.
• Product Review & Buying Guide Placement: Positioning products within high-authority consumer reviews and editorial buying guides to build credibility and consumer trust.
• Media Monitoring & Campaign Reporting: Tracking coverage, reach and engagement metrics to provide clear ROI reporting and performance analysis.
• 
  

Why Brands Choose Ever Forwards

Ever Forwards specialises in PR campaigns for homeware, lifestyle and consumer brands, combining strategic storytelling with strong media relationships. Our campaigns help brands:

• Launch innovative consumer products
• Secure national media coverage
• Build credibility and consumer trust
• Deliver measurable PR results
• 
  

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