Clever Samurai Takes Gold in International Creative Awards

Bunzl and Tork® Paper Towel Dispenser Campaign Cleans Up

TORONTO, Canada, September 09, 2019 – Clever Samurai™ Marketing Communications ( has won a Gold in the 2019 Summit Creative Awards competition. The work scored amongst the best of over 4500 entries from 27 countries, winning in the category for B2B direct mail. The work was in collaboration with Bunzl Canada ( and focused on customer acquisition for the innovative Tork PeakServe® Continuous™ Hand Towel System from Essity.

Sports venues, malls, grocery stores and airports have high-traffic public restrooms that are put to the test every day. Keeping them tidy is a challenge, with dirty restrooms impacting customer experience and repeat revenue from unhappy customers. Bunzl Canada (a division of global distribution company Bunzl PLC (BNZL.L)), distributes PeakServe® a revolutionary hand towel dispenser that dispenses more towels in a smaller physical container, allowing for higher capacity and improved janitorial labour efficiencies.

Campaign Objective
Clever Samurai Vice President & GM, Leigh-Ann Clarke comments, “Our objective was to help Bunzl and Essity target high value prospects who manage large facilities to drive product trial. The creativity of the multi-flight method using the paper towel itself as the form of media, and the fact that the campaign was blind really piqued prospect curiosity. We focused on making the product the hero of the campaign. And, it worked”, adds Clarke.

Margo Hunnisett, Vice President Marketing, Communications and Innovation at Bunzl Canada says, "Our vendor partners rely on Bunzl to help them drive sales. Innovative campaigns that support groundbreaking products like the Tork PeakServe® dispensing system are critical to the value we add to our partnerships. We’re thrilled that the campaign has been honoured with an international creative award."

Creative Strategy
Using the media (actual paper towels) to deliver the message, three individual sheets of paper towel, each with a handwritten note providing a product benefit, were couriered to prospects to pique interest. The three packages were sent blind. The three courier packs were followed by a product sample that included an offer and sender reveal. Inbound calls were received and Bunzl’s sales professionals followed up on the campaign.

Campaign Results
The campaign itself has been successful, as many large venues, major grocers and other businesses are in product trials. Clever Samurai has won numerous awards for its client marketing campaigns and self-promotional work. Clever Samurai is part of the 5th business® group of companies, an integrated sales and marketing organization.

About Clever Samurai
Clever Samurai is a strategy-first, marketing and communications consultancy. We help our clients create sustainable business advantage from every opportunity to grow their profits and their social impact. Clever Samurai is part of the 5th business® group of companies, an integrated sales and marketing organization focused on meeting our clients' growth challenges. The company is headquartered in Toronto, Canada.

Additional Information

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Contact: Jennifer Salo

Director, PR & Communications

Some of our clients include
Toshiba - 5th business