Shaun Loves Wool

British Wool and The Campaign for Wool have teamed up with Aardman’s iconic character, Shaun the Sheep, to launch a new initiative, “Shaun Loves Wool,” promoting the many natural advantages of wool flooring. Officially unveiled at the National Flooring Show in September, the campaign has already generated significant interest from both consumers and retailers.

The “Shaun Loves Wool” campaign represents a three-year collaboration designed to spotlight the values of Aardman and the “One Farm” initiative. Its goal is to inform both the trade sector and consumers about the unique benefits of wool in flooring. The campaign will follow the journey of wool through every stage of the industry, from sheep farming and wool yarn production to carpet manufacturing and care.

Nearly 1,000 retailers across the UK have already installed “Shaun Loves Wool” point-of-sale, designed to educate shoppers on wool’s many benefits. With a target of reaching 2,500 retailers, this in-store effort - coupled with a dynamic social media campaign - is expected to increase consumer interest and drive footfall and sales for wool carpets, which are largely purchased in physical stores.

Graham Clark, Marketing Director at British Wool, expressed excitement over the campaign’s early success: “Our initial social media post has already garnered close to 250,000 views. Partnering with Shaun the Sheep provides an engaging platform to showcase the benefits of wool carpets, and we anticipate this will boost demand for British wool in the coming years.”