Creative and PR agency Sunday Gravy nabs Sorbent

Sorbent has appointed independent creative and PR agency Sunday Gravy to expand its reach with Australian consumers.

The toilet paper brand, launched in 1952, is renowned for its softness and reliability. Sorbent’s legacy is woven into the daily routines of countless families, serving as a nostalgic reminder that sometimes, the simplest conveniences hold the greatest significance.

Anna Camuglia, Sunday Gravy general manager, said: "Sorbent chose Sunday Gravy because they saw in us the same values that have kept their brand beloved for generations—an unwavering dedication to creating genuine moments of comfort, with a dash of unexpected creativity."

"We see in Sunday Gravy the perfect partner to elevate our brand in a way that’s both creatively fresh and true to our longstanding commitment to delivering an emotionally led story around our key strengths," Victoria Panayiotou, marketing manager, Sorbent said.

Sunday Gravy's appointment to Sorbent is effective immediately.

Last month, Sunday Gravy launched a new brand platform, Service Still Matters, with technology businesses Square, designed to remind of the invaluable role human connection plays in customer interactions.

The campaign chooses to show how Square’s tech takes a back seat to what’s most important to restaurant owners: service. The series of ads, directed by Good Oil’s Novemba, shows glimpses of everyday hospitality moments that often go unnoticed but leave lasting impressions.

“We all love to feel special. That’s why great service keeps customers coming back,” said Sam Whatley, senior creative at Sunday Gravy.

“With this new platform, we’re shining a light on the underappreciated acts of service workers – in a way that hopefully feels relatable and real to anyone who’s had to sing happy birthday to a stranger," he added.

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