Branston Ltd – Multi-Channel Advertising
Branston Ltd are one of the country’s leading potato manufacturers and are based just outside the City of Lincoln. The company started in 1968 when a group of Lincolnshire potato farmers joined forces to grow and market their produce to a wider audience. Over the past 56 years the company has grown significantly and developed into a market leader. They have three main locations, Branston in Lincolnshire, which is still the head office, as well as Somerset and Perth in Central Scotland.
In September 2023, we were approached by Jackie Baker, the Communications Manager. She was looking for help to promote their October recruitment event held at their new centre of excellence for mash manufacturing in Branston.
They wanted to target Lincolnshire as a whole, but they were realistic with how far people were likely to commute.
We put forward two main options. These were a bus campaign plus several of the Alight digital billboards located across Lincolnshire. The obvious bus depot was Lincoln, as that covered the central part of the County as well as the Lincoln, Skegness, Boston, Grantham and Spalding D48 screens.
It was decided that a bus campaign would sufficiently cover the Lincoln area, and that the D48 screens in Spalding, Boston and Grantham would serve the wider region. It was felt that Skegness maybe too far to travel and so was not included as part of the mix.
The event took place on 31st October so we booked a Lower Rear bus campaign for 4 weeks from w/c 2nd October and booked the 4 x D48 screens to run for 2 weeks from Tuesday 17th October.
The client was very happy with this campaign and we were asked to put forward suggestions for a second recruitment event taking place on 23rd January 2024. This time however, they wanted to concentrate purely around the Lincoln area.
As such, we put forward a bus campaign and 2 x D48 screens, both out of Lincoln.
The bus Lower Rear campaign ran for 6 weeks from w/c 11th December, and the 2 x D48 screens ran for 4 weeks from 26th December. The digital screens allow for changes of artwork, so we altered the message to put more urgency into the date of the event. We ran for the first 3 weeks with the date of event, and followed up with a ‘next week’ version and finally a ‘tomorrow’ version on the last day of the 4 week campaign.
Once again the client was very happy with the campaign and we look forward to working with them on future recruitment events.
For details about careers at Branston Ltd, visit www.branston.com/careers
For details on digital billboard and bus advertising get in touch today.