Specsavers - The Recruit

Specsavers launches ‘The Recruit’, a new integrated content campaign, created by Golin, featuring TV star Alison Hammond joining the Home Visits team, to lift the curtain on this essential service.

The campaign highlights new research that shows nearly one in two (44%) people in the UK who can’t leave their homes without support are missing out on essential sight and hearing care.

A supporting documentary-style content series, created by Tangerine, will be hosted on YouTube. It shows Alison as ‘The Recruit’ shadowing Home Visits Optometrist Julie Benson on her rounds with real customers, capturing firsthand the warmth, care, and professionalism behind every visit.

Specsavers will also be testing how TVC can be used to drive consumers to the long-form content series, through a limited number of 30" and 60" TVCs spots.  The TVC, which first airs on Christmas Day, features highlights from Alison's journey, and will be supported with video cutdowns running across VOD, YouTube and Meta - all designed to pull viewers into the content series.

Bryony Czujko, Brand Communications Lead at Specsavers comments:"Specsavers most recent content series, Best Worst Team, delivered some exciting indications that long-form

content can drive significant brand consideration, with episodes averaging around five minutes of attention. We’re now exploring how we can amplify high-attention, storytelling formats with The Recruit, using TVC spots with QR codes, to engage new audiences.”

Commenting on the creative, Elliot Riordan, Creative Director at Golin said: "Who better to lift the curtain on such a vital service than national treasure Alison Hammond. She brought her signature warmth and humour, experiencing everything from assisting with eye tests to making tea, chatting with customers and helping them choose their glasses.

“By amplifying earned content through paid channels, we're inviting audiences, through the QR code, to discover the full story, showing them the depth and humanity that makes this service so vital.

"Building anticipation ahead of the earned launch, Alison shared a cryptic post on social media hinting at a "new job," sparking speculation among her followers before revealing her role as Specsavers Home Visits' latest recruit on 11 December.”

Media planning and buying is led by Manning Gottlieb OMD, with TVC running from Christmas Day until 30th December 2025.

For more information about the new campaign and to watch the exclusive mini-series, visit Specsavers' YouTube Channel