Thankyou is a social enterprise offering personal care and baby products, committing 100% of its profits to help end global poverty.
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See all ads on AdLibrary →Thankyou is a Melbourne-based Australian social enterprise founded in 2008 by Daniel Flynn, Justine Flynn, and Jarryd Burns. The company sells water, food, and personal care products and donates 100% of profits to projects combating extreme poverty. It famously used viral social campaigns to force its way into Coles, Woolworths, and 7-Eleven, and has supported over 850,000 people in 21 countries.
Thankyou's advertising IS their mission. Their most famous campaigns were not product ads — they were public pressure campaigns directing consumers to flood Coles and Woolworths with feedback demanding Thankyou be stocked. This earned media strategy delivered supermarket listings no ad spend could buy. Browse Thankyou ads on AdLibrary to see their mission-driven creative in paid channels.
Social is Thankyou's primary channel. Impact-reporting content (lives changed, projects funded) drives strong organic shares and paid amplification. Instagram showcases the human stories behind funded projects; Facebook carries product-plus-impact creative for conversion. Community-building and regular impact updates maintain high ongoing engagement.
Every piece of copy connects product purchase to human impact. 'This bottle of water helped fund clean water for X families' is the structural template across all product categories. The 100% profit promise is the headline claim. Specific country and project data replace vague 'we give back' messaging.
Thankyou is the definitive example of mission as marketing. Their supermarket entry campaigns had production budgets a fraction of their competitors' and generated coverage worth millions. The lesson: if your social mission is genuine and bold, consumers become your media channel — but only if the mission is credibly 100%, not a token percentage.
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