Our insight identified that of all sectors, tradesmen have the strongest family business traditions. In fact, one in ten took over from their father: ‘My grandfather, great grandfather, and great-great grandfathers have done the same!’ This tradition is as important for younger tradesmen too as twenty per cent plan to pass their business down.
With this knowledge we created a new product naming approach, which gave each of the Blue Circle cement products a family member attribute that also communicated the benefit of that product. These included The Reliable One, The Bright One, The Dependable One. To further appeal to the family focused nature of our builders, we also created an on – pack promotion, on over 3.5million bags of Blue Circle cement, giving the chance to win family holidays.
UK Construction Awards 2019
Drum Roses 2020
‘Win a Holiday’ Promotion
Pieces of trade coverage
Younger buyers (in the 18-35 age group