Talking Commercial Plumbing

Getting down to business with America’s most trusted name in plumbing

Brand

Roto-Rooter

Industry

Industrial Services

Project Type

Brand Campaign

The Challenge

Position Roto-Rooter as the go-to partner for commercial decision-makers, proving the brand’s reliability, along with driving demand for its services in high-stakes environments like restaurants, retail, healthcare and property management.

The Insight

Plumbing isn’t on your radar until it shuts your business down. The damage, downtime and lost revenue hit hard, with 40% of small businesses never reopening after major flooding. That’s why we launched Roto-Rooter for Business: to take commercial plumbing seriously, before it’s too late.

The Idea

Anthropomorphic plumbing fixtures – a wise old toilet, a jittery sink, a feisty mop and a grizzled toilet brush – step into the spotlight, each sharing their thoughts about the messy realities of commercial plumbing. Through playful storytelling across digital channels, the campaign brought these characters to life to engage commercial decision-makers and tell you one thing: businesses can’t afford plumbing problems.

The Strategy

This inventive approach put humor and humanity at the forefront, making complex plumbing issues accessible and memorable for business decision-makers. By focusing on the stories the fixtures could tell, we highlighted Roto-Rooter’s 24/7 commercial expertise, showing how the brand doesn’t just fix problems – it prevents disasters that could shut down an entire operation.

The campaign transformed plumbing tools into powerful messengers and turned preventative maintenance into an engaging narrative. The result? A bold reintroduction of Roto-Rooter as the essential ally for businesses that can’t afford downtime.