Campaign details

Brand: Which?
Lead agency: Grey London

Campaign Overview

Which? was founded as a paid-for product reviews magazine in 1957. Some 60 years later its ageing membership base was in decline. Online reviews are available everywhere, and free.

The challenge: how to attract a younger generation to pay for something they thought they could get for nothing?


2017 saw misinformation go mainstream.

Grey identified free online reviews were not immune: fake reviews were a real problem.

In comparison, Which? reviews are both rigorous and impartial. So Grey positioned the brand in opposition to a cultural problem: the misinformation of fake reviews.

Which? membership was in decline. This was despite its reviews being impartial, rigorous and deep.

But research revealed people didn't just value Amazon reviews because they don't need to pay for them. They liked them because they were written by people "like them" and were "a more honest view".