BioVate Hygienics celebrates launch of ‘world first’ plastic free paper bottles for Commercial Cleaning Products
The Background
BioVate Hygienics – founded in March 2022 – is the vision of sustainable innovation and positive disruption of the cleaning industry for the planet’s benefit.
The start-up announced it would be unveiling its ground-breaking ‘Zero Compromise’ range of commercial cleaning products at The Cleaning Show in London in March. The new products are all multi-tasking, taking care of 99% of cleaning tasks within a cleaning environment and they also use naturally derived bacteria, enzymes and plant-based actives for their primary cleaning power. The range features a plastic-free bottle comprising sustainably sourced vegetable waste fibre paper pulp.
The Objectives
BioVate Hygienics was tasked with raising awareness of the launch of the range with an emphasis on achieving media coverage in a very short window of opportunity. Once a press release announcing the launch was signed off and ready to be issued to the media – after weeks of vital preparations and tests of the product – the start of the influential Cleaning Show was only five working days away.
The Strategy
As the time-sensitive press release referred to the range being launched at the Show it was vital to gain online media coverage – ideally by the opening day. Trade cleaning and FM titles would be obvious targets for this ‘story’, yet when SHC analysed the content of the press release it soon realised the news announcement would be of interest to other media sectors, namely packaging, sustainability, paper industry, Northamptonshire and East Midland titles (the area of the country Biovate is based in), business media and London titles (which were interested in a major trade show taking place in their circulation areas). As well as traditional online and print media coverage SHC also wanted to see platforms such as LinkedIn widely share, like and comment positively on the news.
The Results
SHC pulled out the stops to pull off 36 pieces of coverage for the launch in March alone. In total Biovate gained a total of 48 pieces of coverage during the month, seen by an audience of nearly 54,000 readers. Importantly the news also triggered around 500 reactions on LinkedIn and played a part in a steady stream of interested parties visiting Biovate’s stand at The Cleaning Show. Now, a month after the show, Biovate is still seeing the ‘Zero Compromise’ range in the headlines outside the usual news sections of websites and magazines. For instance, the firm has been listed in TechRound’s Sustainability60 – comprising the 60 most sustainable companies across the UK and Europe.
MD and Co-Founder of BioVate Hygienics, Nick Winstone, has been interviewed for the ‘Sustainability Champions’ podcast and the ‘Zero Compromise’ range launch has also played a leading part in recent entries for awards, with shortlisted finalists announced later in the summer. The ‘paper bottle’ also figured in Nick’s quotes in a recent hygiene feature in International Sandwich and Food To Go News, and this type of thought leader comment – which is a regular occurrence in Biovate’s overall media coverage – is another typical contribution to the company’s status as one of the most widely covered sustainable commercial cleaning brands in the UK trade media.
“We were really pleased with the volume and quality of the media coverage generated about the launch of the ‘Zero Compromise’ range. It was really exciting to see targeted online coverage emerging just hours after the press release was issued. The extent of the coverage and its timely publication, along with the hundreds of comments and reactions on LinkedIn and social media meant we were successful in reaching out to many potential customers and other interested parties in time for the start of our sector’s number one trade show”.
Nick Winstone, MD and Co-Founder of BioVate Hygienics
