Who Gives A Crap refreshes consumer and corporate PR support

Earnies has been appointed as the retained UK PR agency for Who Gives A Crap (WGAC).

It will lead on the eco-friendly toilet paper and household products brand’s UK consumer, corporate and trade communications programme, alongside delivering earned-media support for integrated campaigns throughout the year.

Earnies is set to support WGAC’s “ambition to keep challenging category convention” and its wider growth strategy – with the brand’s products already available to buy through Tesco, Waitrose and Ocado, as well as from its own website and Amazon.

Launched in 2012, WGAC is a certified B Corp that donates 50 per cent of its profits to help fund access to clean water and sanitation around the world.

Lucy Baker, creative director at Earnies, said: “Who Gives A Crap is one of those brilliantly rare brands that pairs genuine purpose with an unforgettable personality. They don’t just make a category people care about – they’re redefining it.

“From culturally relevant campaigns to an always-on press office that earns attention for all the right reasons, we’re excited to help build even greater fame for a brand that’s proving business really can be a force for good.”

Helen Bromley, director of brand marketing at Who Gives A Crap, said Earnies “understood that we’re not just here to sell toilet paper, we’re here to challenge one of the most mundane categories and show that impact can be as simple as changing what’s in your bathroom”.

She added: “Their instinct for earned-first storytelling made them the ideal partner as we continue to shake up the category.”

Launched in 2023, Earnies won New Consultancy of the Year at the PRWeek UK Awards last October, and made its debut in the PRWeek Top 150 Consultancies table this year, ranked in 134th place. The agency reported 86 per cent UK revenue growth in 2025 to £2.4m.