Tarmac Cement is helping drive trade counter sales of its Blue Circle products with the launch of a new campaign called ‘One of the Family’.
Built around Blue Circle’s brand values of quality, reliability and trust, the ‘One of the Family’ campaign highlights that when it comes to having good, solid family values, Blue Circle’s packed cement range has bags of them.
The campaign promotes the Blue Circle range, with each individual product being given a family characteristic that is aligned to the product’s features and the benefits they bring to the end-user. For example, Blue Circle Mastercrete Cement is ‘the reliable one’ thanks to its superior quality and improved workability, whilst Blue Circle Postcrete is ‘the easy one’ as there’s no mixing and it sets in less than ten minutes.
The campaign will be promoted across selected industry media for both print and digital campaigns, as well as PR, in-store merchandising and social media.
Gareth Osborne, senior marketing manager at Tarmac Cement, said: “As one of the industry’s most iconic brands it’s important for Blue Circle to continue to drive innovation in its marketing programme in order to drive merchant sales. Using ‘personalities’ to describe the Blue Circle family of packed products helps bring the brand to life in an engaging way. We want people to know that whatever job they are tackling, they should choose Blue Circle as they can count on strong and solid support. After all, when they’re working with us, they’re one of the family.”