The Challenge
A key part of Origin’s business is its strong relationship with trade partners. Whilst growing homeowner demand through consumer media is important to the brand, increasing supply through trade channels is also crucial to business growth. Origin wanted to demonstrate its strong connection with the trade in a way that allowed it to showcase the benefits it offers as a supplier.
How We Helped
We created a PR campaign exploring the realities of being a builder – The Builder’s Lot. Working with celebrity builder ‘Handy Andy’ as spokesperson, the campaign researched the views of consumers and builders, dispelling some ‘white van man’ myths and highlighting the hardworking nature of busy builders. The campaign championed one of Origin’s vital audiences and demonstrated the brand’s keen understanding of their needs.
