SHAUN THE SHEEP LOVES WOOL
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.
Promoting his message of ‘Shaun Loves Wool,’ this world recognised, loveable sheep brings together
the core values of the character’s creators, Aardman and Shaun the Sheep of ‘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.
The following companies have collectively contributed to bring this campaign to UK retailers and
consumers:
Flooring Manufacturers:
Adam Carpets, Brockway Carpets, Causeway Carpets, Cavalier Carpets, Cormar Carpets, Manx Tomkinson Carpets, Penthouse Carpets, Westex Flooring
Yarn Spinners:
Danspin, Lawton Yarns, Lusolã
Buying Groups:
BRM, SMG
Wool Flooring Care:
WoolSafe
Sir Nicolas 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!”
It was just over ten years ago, that the first collaboration between Aardman and the Campaign for
Wool culminated in a Guinness Book of World Records for the number of wool pom poms created
worldwide.
Ten years later, it is great to be back working together on this fun yet poignant project.
