Everyday family life isn’t picture-perfect, and it shouldn’t have to be. Research from Rangemaster revealed that parents across the UK feel pressure to keep homes spotless for social media, often at the expense of fun and creativity. The Room for More Mess campaign redefined what perfection really looks like, showing that the most meaningful memories are often made in the chaos.
Challenge
• Parents feel under constant pressure to present ‘Instagram-perfect’ homes
• This pressure causes stress and less time spent together as families
• The message needed to champion authenticity without appearing overly branded
• Deliver case studies to help connect the story to audiences
Key Statistics
• 175 broadcast opportunities nationwide
• 51.1 million total reach
• 67% of parents believe social media sets unrealistic standards
• 54% say their happiest memories involve mess, laughter and creativity
• 3 case studies delivered and interviewed
Action
Rangemaster positioned itself as the champion of the lived-in kitchen – a space where real family life happens. Broadcast discussions centred on the idea that perfect families make mess because they have fun, highlighting the emotional value of a home that looks lived in. Coverage across BBC regionals and the Bauer Network encouraged parents to embrace imperfection and prioritise moments that truly matter.
Results
• 175 broadcast opportunities secured nationwide
• 51.1 million audience reach
• Consistent messaging that celebrated real homes and family life
• Strong presence across BBC and Bauer stations, connecting emotionally with listeners
Key Takeaways
• Warm, human storytelling resonates far more than polished perfection
• Simple, relatable insights can shift perceptions of everyday family life
• Reframing imperfection as something positive created lasting impact
