See it in the Meta Ad Library

Who Gives A Crap’s carousel ad: “Feel Good TP”

Running 376 daysFacebook and InstagramWinner

How it opens

“Switch to super soft bamboo toilet roll. 50% profits donated to good causes.”

Angle: Desire

Why it works

It pairs a practical benefit (soft bamboo paper) with a values-based one (50% of profits donated), so the buyer gets a reason to switch and a reason to feel good about it. The tone is light and a bit silly, which suits a category that is usually awkward to advertise. The data also shows it has run for 376 days and is still active across 8 live ads on four placements, which suggests the message holds up over time and across audiences.

Who it speaks to: Eco-minded and socially conscious UK households who want everyday basics that are soft and sustainable and also do some good.

How it’s built

Hook: 'Feel Good TP' headline sets a light, positive tone for a product nobody gets excited about.
Offer of change: 'Switch to super soft bamboo toilet roll' gives one clear action and names the product benefit (softness) and material (bamboo).
Proof of purpose: '50% profits donated to good causes' adds a concrete reason to choose this brand over others.
Personality: 'Weeeeeeee!' in the description adds a playful, fun brand voice.
CTA: 'Shop now' button sends people straight to the UK store.

What to borrow

Give a dull product an emotional payoff in the headline, such as how the buyer will feel, rather than leading with specs.
Pair one product benefit with one values-based reason to buy, and keep both to a single short line.
Use a distinctive, playful brand voice to stand out in categories where most ads sound the same.
Make the donation or impact claim specific, such as a percentage, so it feels credible rather than vague.

Its words

Feel Good TP

Switch to super soft bamboo toilet roll. 50% profits donated to good causes.

Weeeeeeee!

Button: Shop now · Offer: Save 20%

Where and how long