Shaun the Sheep has been named the ‘ambaaa-ssador’ for British Wool and The Campaign for Wool in a three-year collaboration aimed at promoting wool flooring as sustainable and eco-friendly. Under the banner 'Shaun Loves Wool,' the campaign will officially kick off at The Flooring Show in Harrogate from September 15-17.
The initiative highlights wool's natural benefits, focusing on the entire supply chain from sheep farming to wool carpet yarn spinning and flooring manufacturing. British Wool, The Campaign for Wool, and the Wool Carpet Focus Group are central to the effort, with a special emphasis on educating consumers through retailer partnerships across the UK.
Key industry players, including flooring manufacturers such as Adam Carpets and yarn spinners like Danspin, are backing the campaign. Wool Safe, a wool flooring care group, is also involved.
Graham Clark, Marketing Director at British Wool, emphasized that the collaboration with Shaun the Sheep aims to boost consumer awareness of wool carpets and increase demand for British wool in the coming years.
Retailers will showcase educational point-of-sale materials to inform customers about wool’s sustainability and long-lasting qualities.
