Urban Ethos appoints TRP for brand strategy, creative and media duties

Independent ad agency TRP has been appointed by Urban Ethos to lead brand strategy, creative and media, as the Australian kitchenware brand looks to accelerate growth and increase category recognition.

Founded in Australia, Urban Ethos has built a loyal following for its functional, design-led kitchenware, with a focus on quality, durability, and everyday practicality. Traditionally led by two well-established brands, the kitchenware category is highly competitive. Urban Ethos has entered the game through a clearly differentiated approach, bringing new product innovation and eco-conscious solutions that set it apart.

Says Michael Vidor, Managing Director, Urban Ethos: “We’re proud to be a small Australian brand taking on major category players. As part of that, we see it as our responsibility to push the category forward, rethinking the materials we use, repurposing waste wherever possible and reducing the use of virgin plastic without compromising quality or performance. We believe the future of kitchenware is not just functional, it’s responsible. Partnering with TRP allows us to bring this vision to life through stronger brand strategy, creative and media, ensuring more Australians can discover and choose products that are better for their homes and the planet.”

Says Kyle Ross, Head of Strategy at TRP: “This partnership is about making Urban Ethos quick to mind and easy to find. Because when you get that right, growth follows.”

TRP helps brands understand which signals actually drive choice and turn it into distinctive creative and media that win in the moment of need. With notable work for Honda, Samsonite, American Tourister and Twisted Healthy Treats, TRP earned a spot on CB’s Hot List in 2024, 2025 and 2026.

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