From kettle reviews to fake news – the re-invention of Which?

Which?, an impartial product reviews website, went after fake reviews in the UK to generate a 13% year-on-year uplift in sign-ups.

Campaign details

Brand: Which? Client: Consumers' Association Agency: Grey London


Imagine that one day, the product you sold started to be given away for free.

Not by a new upstart in the category.

But by the very customers you wanted to serve.

This is a paper about how planning used what was happening in culture to re-invent the Which? brand.