Building preference for a better breed of paper shredders
Fellowes
Challenge:
Knockoff competitors were eroding Fellowes’ lead in shredders by copying its ‘anti-jamming’ message. The category was at risk of commoditization, and Fellowes’ heritage was under threat.
Insight:
Competitors could copy the words, but not the proof. With 4.8/5 Amazon reviews and a 100% jam-proof promise, Fellowes had real performance—and a four-legged icon of toughness, Morty the bulldog, ready to return.
Solution:
Customers became the loudest advocates, with real reviews showcased across digital. Morty returned to embody durability, loyalty, and brand swagger. An integrated campaign spanned TV, pre-roll, radio, WSJ and even airport dioramas—meeting business buyers wherever they worked and traveled.
Results:
1.42%
Pre-roll CTR of 1.42%
(56% above benchmark)
57,000+
57,000+ unique visitors
And, reinforced reputation as the authentic leader.
Impact:
Fellowes defended its throne and reminded the market: when it comes to shredders, there’s the imitators—and then there’s the original.