Summary: Our integrated campaign communicated the company’s expertise in logistics and supply chain and helped secure its position as a market leader.
Ultimately resulting in the Fowler Welch winning the coveted Logistics Supplier of the Year Award at The Grocer Gold Awards 2018.
Tell me more
Fowler Welch is a UK logistics and food 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.
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 highlight its market expertise and exceptional service, positioning it as a market leader.
Specific challenges were to drive interest with potential customers, build brand identity, provide existing customers with a better understanding of what Fowler Welch does and promote the company’s environmental and sustainability credentials.
The Pelican approach
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 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 with industry experts on topical issues.
Titled ‘Fowler Welch Industry Insights’, eight videos were filmed over the space of 18 months and published on a Fowler Welch YouTube channel.
Our experts included Mark Varney of FareShare (above), Alex Edge of IGD, who discussed efficiency and the future of automation in the supply chain, Ed Garner of Kantar Worldpanel who discussed how discount retailers will affect the grocery market, and Alice Ellison of the British Retail Consortium who covered sustainability trends in the supply chain.
Each interview was accompanied by a downloadable whitepaper on the key issue addressed within the video and demonstrated the knowledge and expertise within Fowler Welch by offering insights from independent specialists.
Pelican has also undertaken extensive work to demonstrate the environmental achievements Fowler Welch has delivered for its customers as well as its own efforts to reduce its environment impact. We’ve promoted the company’s work with food waste charity FareShare to redistribute enough surplus food to provide two million meals for vulnerable people as well as significant reductions in food miles and the introduction of eco-friendly handling equipment to warehouses. These achievements were highlighted in a dedicated CSR report that was written, design and produced by the Pelican team.
This has been supported with a dedicated effort to achieve external recognition by entering industry awards that provide an independent endorsement of Fowler Welch. The campaign has targeted The Grocer Awards, various environmental awards and the Motor Transport Awards.
The suite of videos produced by Pelican has positioned Fowler Welch as an authoritative voice in its industry. 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.
To date our press office work has resulted in over 250 pieces of coverage with a reach of 6.5M.
Don’t just take our word for it…
Fowler Welch took home the prestigious title of Logistics Supplier of the Year Award at The Grocer Gold Awards 2018, were winners of a Waste2Zero award for Best Practice in Logistics and were named TCS&D Partnership of the Year 2018 with Dairy Crest.
They have also been shortlisted for Motor Transport awards and two Supply Chain Excellence awards.
Pelican Communications is a specialist in the environment & CSR, food, packaging & logistics and trade association sectors and offers a range of services such as strategy, design, content creation, public relations and people development.
Contact us for marketing and communications expertise.