Regina Levels up with Gaming-Inspired Campaign to Promote Sustainable Living

Oct. 03, 2025

The household paper brand has teamed up with the creative agency Five by Five for its latest campaign centred around a nostalgic-themed mini-gaming experience which rewards users upon completion.

Regina, whose products include Regina Blitz, Regina Absorb and Regina Soft Bamboo, has tapped into the popularity of nostalgic gaming culture with its latest campaign to educate families on the importance of sustainable living and the operational initiatives Regina has put in place to reduce their impact on the environment and being net zero.

The gaming experience, "Net Zero Hero", is being supported by major retailers such as Tesco, Asda and Sainsbury’s and introduces Rolly, the mini-game’s character. 

Developed in partnership with the tech gaming agency, Gamify, the games see users navigate Rolly through a number of mini challenges themed around water reduction, plastic reduction, and CO2 and green energy. Upon completion, the user can enter a prize draw for one of five three-night cabin getaways with a chef dinner experience. Winners will be announced after the promotion has ended.

Five by Five has created a short trailer to raise awareness of the mini-game and developed all in-store, digital and social media creative. NDL has managed the prizes and distribution.

Graeme Bralsford, Marketing and Sales Director, for Sofidel UK, said:

“We loved Five by Five’s approach to this brief and their infectious desire to create something that really stood out and would engage our audience. We hope our customers have fun playing the game and learn a bit about what Regina is doing to play a large role in creating a sustainable future.”

 

George Roberts, Marketing Director at Five by Five, said:

“It was refreshing to see a brand willing to put their money where their mouth is when it comes to their sustainability credentials. So we were keen to highlight these in a way that was fresh and engaging. We’re really proud of what we’ve created with Regina and Gamify, and looking forward to inspiring a whole new generation of Net Zero Heroes.”

 

Sofidel, the manufacturer who owns the Regina brands, has invested in ESG initiatives across water, energy efficiencies, and plastic reduction. And the brand is looking to position itself as the sustainable choice for shoppers and major retailers when it comes to kitchen towel and toilet paper.