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Engaging local heroes for launch

Developing a marketing strategy to support a new branch opening and generate customer acquisition from a standing start.


With Gibbs & Dandy’s Elland Road outlet previously owned by a competitor, the brand required a strategic approach to the launch, one that would deliver maximum impact from the transition. Specialist knowledge of the trade would be vital; firstly to retain those who had been loyal to another brand, and secondly to bring new customers into branch.


Reaching the hearts and minds of the audience, not only through business relevance but also in terms of their out-of-hours interests, was essential. Sport, and football in particular, indexes highly with tradespeople and was the key to making that connection. A Question of Sport-style launch event was conceived, featuring footballing legends Noel Whelan and Eddie Gray as rival team captains. As part of a wider engagement plan, the two stars also worked on the shop floor, greeting and serving customers the following day.

A fun and lighthearted newspaper, The Daily Nail, was created to relay relevant messages to prospective customers. It was distributed by direct mail and as an insert in The Yorkshire Post.



impressions and 1,623 profile visits – a huge social impact


new customers attended/engaged with the event


Our ‘Question of Sport’ platform enabled the creation of engaging, rich content that was used to attract attention, encourage interaction and drive sales.

For more information about our Trade expertise, visit our specialist hub.

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