Peters’ Cleaners

Peters’ Cleaners


Peters’ Cleaners was established in Peterborough in February 1963 by Peter Grist and his sons Peter and Paul. It has been providing dry cleaning and laundry services in Peterborough and Stamford for nearly 60 years.

In June of 2016 Vicky Whiter saved it from closure. It had loyal clients, skilled and dedicated staff and a great reputation, but a lack of marketing, and changing consumer behaviour was driving down revenue whilst costs continued to increase- it was losing money.

It became Vicky’s mission to deliver a dry cleaning solution for how we live now. No queues, no outdated opening hours, no high prices for low quality, just great service and convenience.

In 2019, Vicky launched the first fully automated 24/7 dry cleaning pod and the second in May 2021 – a staff free ‘shop’ for dropping off dirty clothes and collecting clean ones any time of the day or night.


As part of ongoing activity, Peters’ Cleaners asked Sway PR to support them in developing a media relations campaign around the pods, starting with their launch and investment announcements, through to Vicky’s journey as a successful female founder and innovator within the dry cleaning and laundry sector.


Sway developed a two-strand campaign, firstly celebrating the launch of the pods and investment within the business alongside a call to action  for people within the local area to sign up and use the pods. The second strand to the campaign pitched Vicky as a cleaning expert, providing top tips and advice. The campaign resulted in radio, print and online coverage regionally and nationally, most notably with mentions in The Express and OK! Magazine.

The campaign drove a huge increase in awareness of Peters’ Cleaners regionally with a spike in sign-ups to the pods.

  • Project Title Peters’ Cleaners
  • Category Consumer
  • Client Details UK leading cleaning service
  • Project Link
  • Project Type Media relations