Cleaning and Laundry brand Ecover has unveiled a new campaign, which asks the nation to ‘waste less’ when dishwashing.

Titled ‘Waste No Space’, the campaign marks the release of the brand’s new plastic wrapper-free dishwasher tablets.

The marketing drive aims to change consumer habits. It comes after research from the brand found four-fifths of the UK turn their dishwasher on before it is full.

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Devised by Uncommon Creative, the campaign includes a full takeover of London’s Oxford Circus Station, with a 127m billboard.

Media planning and buying was led by T&PM.

An Ecover spokesperson said: “At Ecover, we hate waste. Wasted water. Wasted energy. And wasted space. That’s why we make it our mission to make every wash less wasteful. We started by tackling people’s harmful laundry washing habits with the provocative thought: ‘sometimes the best wash is no wash’.”

“Now, we’re marking the launch of our pioneering plastic-free dishwasher tablets, that waste no space in their compact box, by breaking the cycle on wasteful dishwashing habits, because if it’s not full, it’s wasteful,” they added.