Lindum Packaging is an innovative transit packaging supplier working predominantly within the FMCG sector. Pelican was approached to provide recommendations for delivering a PR campaign to promote the launch of its unique mobile pallet stability test lab.
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The only one of its kind in the UK, the specially designed Mobile Pallet Stability Test Lab helps save thousands of tons of excessive plastic stretch wrap used every year to stop boxes falling off pallets when they are being transported. The unit is driven to a customer’s factory or warehouse to test the amount of plastic used and the stability of stacked pallets.
Lindum Packaging wanted to leverage this unique asset to drive new business and up-sell its range of pallet stability products. With years of experience in both the packaging and logistics sectors, Pelican was able to recommend a suite of content to position Lindum as experts in transit packaging.
The aim was to drive sales enquiries by delivering a marketing communications campaign to launch the stability truck and explain the benefits of on-site testing and improved pallet stability. To support this campaign and help position Lindum as the market leader in transit packaging, the Pelican team also proposed writing a dedicated thought-leadership report.
The Pelican approach
Prior to launching the stability truck, Pelican worked closely with Lindum to develop a fresh proposition for the business. The result was a new strapline; ‘Packed with innovation’, which succinctly captured Lindum’s brand objective and values.
Once this new proposition was agreed, attention turned to filming the stability truck in action. Pelican created a storyboard to help the film crew capture the truck’s capabilities and prepared interview questions for Lindum’s managing director and head of business development.
The Pelican team was on site for filming to ensure the video not only provided definitive evidence of the effectiveness of the stability truck, but would also provide engaging collateral for the website and social media.
While the editing process got underway, the Pelican team set to work on ‘The Transit Packaging Report’ to further position Lindum as experts in their field, highlight the challenges surrounding transit packaging reduction and give advice on how to resolve them. Expert contributors were contacted and in-depth interviews conducted before the content was passed to the Pelican design team.
With an introduction by Amar Ramudhin, director of the Logistics Institute, and contributions from experts in logistics, automation and data sharing, the result is a comprehensive overview of the challenges around transit packaging which will form the basis of press relations, social media, web content and direct-to-customer communications going forward.
The campaign has generated significant social media engagement and press coverage for the launch of the stability truck. Pelican has now been asked to make PR recommendations to continue the campaign.
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