“Yes It Daz” with Troy Hawke
The Project
Sunday Treat created the content for a full-scale relaunch for Daz; of one of Britain’s most iconic household brands. The brief? Bring back the bold, cheeky spirit of Daz’s golden era while making it feel relevant in today’s climate. Working with the brilliant influencer Troy Hawke we developed and produced a fully integrated 360 campaign, spanning broadcast, OOH, social, and digital content - all in partnership with the fantastic YOU Agency. At the heart of the campaign was a series of standout video assets: punchy, highly shareable spots that leaned into character comedy, nostalgia, and surreal glamour. All designed to say “premium detergent at an affordable price” and say it with a smile whilst crucially staying true to Troy’s brand.
Challenge
Daz had been off the radar for years. While the brand had legacy love, it risked being forgotten by a new generation who’d grown up on different ads, or no ads at all.
The challenge was to reintroduce Daz to the national conversation, using a distinct voice and fresh tone, without alienating the loyal older audience that remembered it fondly. And we had to do this while driving national sales, producing ongoing social content, and navigating a cost-of-living backdrop where price and quality were under more scrutiny than ever.
From a production POV, this meant crafting work that was bold enough to cut through online, sharp enough for TV, and flexible enough to live across formats, all on a tight schedule and with rapid turnaround times for social.
The Solution (Including Insight & Strategy)
We led the photography and video production for the full campaign, from concept through delivery, developing a striking visual language that balanced high production value with joyful absurdity.
Our hero content featured Troy Hawke bringing his signature charm to a series of character-driven, scripted spots including TVCs, social-first edits, and a suite of bespoke videos for organic and paid channels. These were designed to work as modular assets, with punchlines, VO, and formats tailored for different platforms and placements.
Each shoot was carefully designed to maximise efficiency and impact:
- TVC-style setups were shot cinematically with a full crew, graded to feel glossy yet in tune with Troy’s style.
- Social spots were blocked and captured in tandem with the hero content, allowing us to build a deep content bank from each shoot day.
- Behind-the-scenes and shortform edits were captured simultaneously for reactive and always-on social.
We also built a production framework that allowed us to continue generating ongoing social content with in-character community replies, reactive edits, and performance-based refinements based on what was resonating.
The result? A brand back in the spotlight with campaign videos that got people laughing, liking, and adding Daz to their baskets at the shops!
Distribution Channels
- YouTube
- TikTok
- OOH
- Email Marketing
- TVC
- CTV
Working with Sunday Treat on the “Yes It Daz” campaign was an absolute pleasure. They are a powerhouse of creativity, enthusiasm, and efficiency, delivering high-quality results that exceed expectations. The team’s ability to bring fresh ideas to the table while staying true to our creative vision was extraordinary. I would highly recommend them to anyone looking for a collaborative and visionary production partner.
