Expanding Britain’s biggest bathroom brand
Think of a bathroom brand and you think of Armitage Shanks. They’re by far the most recognisable sanitary ware brand in Britain – and also a long standing Northstar client. In the last few months, we’ve been working on two key projects for them, designed to expand their brand’s reach and strengthen its position within the plumbing sector.
Tapping into smaller projects
Research had shown that while Armitage Shanks was known and trusted, it was largely associated with bigger commercial washrooms. So to counter that and make in-roads into a new market, we were asked to produce a promotional campaign focused on higher volume smaller projects.
Tempting trial
The promotion mechanic was simple – a £100 voucher for Sainsbury’s Waitrose, Amazon or Beer Hawk, just for choosing Armitage Shanks for any size project – and to get the message out to the relevant audience, we chose e-shots and flyers.
The big book
The second project was the new commercial brochure for use by plumbers’ merchants and contractors. Aside from being a particularly hefty print job bringing together all their products, this was the first example of Armitage Shanks’ new marketing theme, based around ‘trust’.
Trustworthy tone
As such, the new brochure had to introduce a new tone of voice to the copy and a fresh new look, altogether friendlier, more helpful and more.