Who Gives A Crap

Who Gives A Crap’s carousel ad: “48 rolls = 12 months of TP”

Running 390 days·Facebook and Instagram·Winner

How it opens

“A 48 roll box of our toilet paper can last the average person up to a year. We're not maths whizzes, but that sounds like a great deal.”

Angle: Offer

Why it works

It reduces a purchase decision to one easy equation, which is quick to understand in a feed. The playful, humble tone makes a practical claim feel friendly rather than salesy. The data shows it has run for 390 days, is still active, and sits among 13 active ads across five Meta placements, which suggests the advertiser keeps backing this message.

Who it speaks to: Household shoppers in the UK who buy toilet paper regularly and like the idea of stocking up once and not thinking about it again.

How it’s built

1. Hook: Headline equates 48 rolls with 12 months of supply, making the value concrete.
2. Claim: Post text says one box can last the average person up to a year.
3. Personality: A self-deprecating line ('We're not maths whizzes') keeps the tone light and human.
4. Value framing: Calls it a great deal without quoting a price or discount.
5. CTA: 'Make the switch today' and a Shop now button pointing to the UK site.

What to borrow

• Translate a product quantity into a real-life duration so the value is felt instantly.
• Put the key equation in the headline so it works even if nobody reads the post text.
• Use a light, self-aware line to make a practical claim sound human and trustworthy.
• Sell value through convenience and longevity when you don't want to lean on discounts.

Its words

48 rolls = 12 months of TP

A 48 roll box of our toilet paper can last the average person up to a year. We're not maths whizzes, but that sounds like a great deal.

Make the switch today

Button: Shop now

Where and how long

• First ran 15 Sep 2025; still running.
• Run as 13 ads, 13 of them running now.
• Links to uk.whogivesacrap.org.
• Style: Product shot, Offer, Carousel.