With 76% of women aged 25-44 with two children in Ireland being the main food shoppers in the household, and 80% of toilet roll shoppers in Ireland being female, some would say they’re not just mums but SuperMams. They run the show when it comes to family life but they don’t often get the credit they deserve.

Irish mums got the chance to prove how far they would go for their family in an innovative pop-up shop in central Dublin dedicated solely to toilet roll, for the chance to win big prizes. 

Surrounding this was an influencer campaign, digital advertising and radio sponsorship which allowed KittenSoft to reach one in three mums across Ireland. This was followed up with more sales driving activity through targeted digital media which resulted in a 10% increase in forecast sales in Ireland's three major retailers.