Sarah Richardson adds polish to Green Works

The design celebrity is on board to promote Clorox's line of enviro-friendly cleaning products.

She’s one of HGTV’s leading ladies and as of this week, Sarah Richardson is also the official spokesperson for the Clorox Green Works line of environmentally friendly cleaning products.

Richardson’s new spokesperson status will kick off with a direct mail promotion and a print campaign in Canadian female-focused magazines such as Today’s Parent, Style at Home, and Canadian Living. The media buy was handled by OMD and the creative was led by DDB with support from Richardson and her company, Sarah Richardson Design Inc.

The partnership announcement ties in with the launch of Green Works laundry detergent, a product that Richardson is promoting in the creative for the print campaign.

‘We’re really excited to have Sarah on board,’ Tim Pellerin, VP marketing, Clorox, tells MiC. ‘She’s going to be a great advocate for the Green Works brand. We’re committed to continue to educate Canadians on green and how they can effectively and affordably use natural cleaners and Sarah felt like a natural fit for us to do that, in both her lifestyle and her ability to communicate to Canadians en masse.’

Richardson is the first spokesperson for Green Works in Canada and will be fulfilling her new role with PR efforts, branded point-of-sale materials for in-store use, and in the future, a greater media presence likely involving more mass media and discrete content integration on TV, adds Pellerin.