For a number of years the local wool carpet industry has positioned itself as a premium product category, with pricing that is out of reach for most everyday Kiwi homeowners. In response to this, we recently worked with the team at Wools of New Zealand to launch their quality, affordable wool carpet range. In order to raise awareness of their brand and products, we created a new TVC campaign, "Carpets that don't cost the earth", that heroes the role of the New Zealand farmer and demonstrates the passion and care that is taken to create stylish, durable, affordable wool carpets for everyday consumers. The media approach was supported by an adaptive digital marketing strategy, designed to help drive greater engagement and sales conversion. We also built a new, more consumer-friendly website landing page to better showcase the products and direct interest.