Shaun the Sheep returns as Campaign for Wool ambaaa-ssador

Shaun the Sheep returns as ‘ambaaa-ssador’ for The Campaign for Wool and British Wool as part of a collaborative promotional campaign to help educate and promote wool flooring as sustainable and good for the planet. 

'Shaun Loves Wool' brings together the core values of our Shaun the Sheep: One Farm initiative, with the Campaign for Wool's mission to highlight wool's many natural benefits when used in flooring and other areas around the home. Shaun the Sheep will get the campaign started officially at The Flooring Show in Harrogate (15-17 September).

The special three-year collaboration will see the Campaign for Wool use the 'Shaun Loves Wool' message to promote the importance of the whole industry from sheep farming to flooring manufacturing, including wool carpet yarn spinning and wool flooring care companies helping to raise awareness at both a trade and consumer level.

The collaboration embraces the work of the Wool Carpet Focus Group and British Wool and is seen as a key platform to aid the promotion of wool carpeting. The values of both British wool and New Zealand wool used in flooring will be highlighted as each fibre type brings important attributes to wool flooring. Retailers across the UK will have point-of-sale items displaying their collaboration with the campaign that will educate consumers about the natural characteristics of wool.

Sir Nicholas Coleridge, Chairman of Campaign for Wool says, “Shaun the Sheep is known for his leadership qualities - the unofficial ‘leader of the flock’, a sheep ‘celebrity’, and a recognised character all around the world. Who better to champion the Campaign for Wool and advocate on behalf of everyone involved in the wool flooring industry, from sheep farmers to the carpet manufacturers? Shaun will help us with our ongoing quest to educate consumers about the importance of wool as a natural fibre, and the role it can play in terms of the health and wellbeing of our planet.”

Rachael Peacock, Senior Brand Manager at Aardman added, “We are delighted to be partnering again with Campaign for Wool and British Wool for this special collaboration. Shaun the Sheep has been a long-term ambassador for all things wool since his very own wool was turned into his iconic jumper in Wallace & Gromit’s A Close Shave nearly 30 years ago. The synergy between Campaign for Wool’s commitment to educate consumers about the importance of wool and natural fibres is a perfect fit for the Shaun the Sheep One Farm initiative which represents issues around the environment and sustainability in a fun and engaging way. We have One Farm, let’s flock together to look after it!”