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 But too many kitchens still leaned on the rag-and-bucket—messy, outdated, and unsafe.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.
