BackgroundEd Garner - Kantar Worldpanel
Fowler Welch is a UK logistics and supply chain specialist that handles over 150,000 pallets and 1.5m cases of food and fresh produce every week. They work with some of the biggest food manufacturers and retailers in the UK, providing top-quality services from picking, packing, collection and delivery.

Competition in this fast-moving retail market is fierce and price, rather than quality of service and market knowledge can drive purchasing decisions. To help counter this trend, the company briefed Pelican to develop a campaign that highlighted its market expertise and exceptional service and position it as a market leader.

Solution
We recommended that Fowler Welch emphasise its expertise by providing existing and potential customers with content that focussed on key industry issues, content that would provide market insight and which would by association, position the business as a knowledgeable and valuable industry partner.

We also wanted to drive traffic to the Fowler Welch website, so we recommended developing a series of video interviews from industry experts on topical issues. Video is a powerful online tool.

Titled: Fowler Welch Industry Insights, eight videos were filmed over the space of eighteen months and published on a Fowler Welch YouTube channel.

Our experts included Alex Edge of IGD, who discussed efficiency and the future of automation in the supply chain, Ed Garner of Kantar Worldpanel (pictured) who discussed how discounted retailers will affect the market and Alice Ellison of the British Retail Consortium who covered sustainability trends in the supply chain.

Brilliant Results
The suite of videos has positioned the company as an authoritative voice. Customers were made aware of each video as it was published, plus they were promoted to key trade press. Overall, the videos gained 41,862 OTS as well as 1,989 video views. The first page of Google results for the search term Fowler Welch is now dominated by content from these interviews.

Pelican Communications is a specialist in the environmentfood and drinkoutdoor and leisure and packaging sectors and offers a range of services such as media relationsbrand managementevent management and people developmentContact us for marketing and communications expertise.