For the approach, we decided that the verbal and visual tone would differ dramatically to previous campaigns.
Whilst we didn’t want to make light of the challenges that businesses were facing in their supply chains, at the same time, we didn’t want the campaign to feel dour and gloomy.
We therefore came up with a concept to make heroes of Meachers’ staff, who at the time were working hard to support their customers during a period of great turbulence for supply chains.
We avoided typical Meachers’ imagery (such as HGV trucks and warehouses), instead taking a comic book style visual approach to the campaign assets. This was a huge departure from what they had done previously.
Rather than the business, we instead put greater focus on its people and the key thing customers needed support with the most: supply chain stability.
The topline message ‘Supply Chain Guardians’ was used to wrap everything together and demonstrate that Meachers is both knowledgeable and experienced when it comes to managing supply chains.
We created a landing page for the campaign that highlighted the three key areas that were causing the most issues for supply chains: Brexit, the pandemic and new legislation.
Linked to this page were informative blog articles that provided insight and guidance on ways to find bring stability in each of these three areas.
In addition to this, we had previously published a series of ‘Meet the team’ articles on its website. We redressed them to suit the look and theme of the campaign and make heroes of the team members.
We complemented all this with a series of emails and social media graphics, boosted by PPC advertising across Google and social media, to help spread the message further.
“We were delighted with the Supply Chain Guardians concept. Carswell Gould nailed the brief and succeeded in helping us to deliver a campaign outside of what we would normally sign off. We received some great feedback from our clients, who felt it fresh and different, which is why it succeeded in grabbing their attention. We’re very fortunate to have an amazing team and this campaign was a way for us to demonstrate how much we value and appreciate their dedication and hard work.”
Gary Whittle, Meachers Commercial Director
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