Sani Professional is a leader in foodservice sanitation, trusted for wipe-based solutions that simplify cleaning and safeguard food safety. But too many kitchens still leaned on the rag-and-bucket — messy, outdated, and unsafe. To change habits in a category dominated by compliance talk, Sani needed a bold idea operators couldn’t ignore — so we delivered a campaign that redefined food safety marketing with humor, humanity, and edge.
Our discovery process uncovered an opening in restaurant culture itself — blunt talk, insider lingo, and humor forged under pressure. Speaking that language gave us a way to connect where compliance messaging never could.
The breakthrough was “Don’t Bucket Up” — a cheeky platform that cast the bucket as the villain. Built in the mockumentary style of The Office and Parks and Rec, the campaign used character-driven videos to expose the absurdity of rag-and-bucket cleaning and highlight wipes as the smarter choice.
Humor and intimacy inspired by The Office and Parks and Rec.
A bold call to ditch rag-and-bucket cleaning.
We extended the campaign across longform videos, custom 15-second YouTube cuts, and bold pull-up banners — all reinforcing one message: kick the bucket, and choose Sani Pro wipes.
Increase in new website visitors to SaniPro
Email CTR
Total new leads and 2 confirmed wins
A campaign that reframes food safety as culture, not compliance — giving Sani Professional a platform that cuts through the noise and makes its wipes the undeniable choice for restaurants everywhere.
