Over the past few months, we’ve been working with global commercial refrigeration manufacturer True to reposition its UK brand presence and refocus its marketing.
It represents one of our biggest client wins to date. We were commissioned following a three-way pitch at Claridge’s in London, followed by a visit to True’s global HQ in Missouri, US, where our senior management team – Account Director Jamie Bourn, Marketing Director Katrina Starkie and Creative Director Claudio Davanzo (pictured below)- had to outline our vision for True’s brand in the UK.
Founded in 1945 in the United States, True manufactures the industry’s most complete range of commercial refrigeration solutions and is famed for its iconic roll-top bottle coolers for beverage brands including Coca-Cola and 7-Up. It has a UK headquarters in Rotherham and exports to more than 60 countries around the world.
It is the go-to refrigerator brand in the US, with a 70% market share, but is lesser known among UK end users and operates in a much more competitive marketplace.
It approached Purpose Media as it recognised it needed a marketing partner in the UK which better understood its market and key audiences and could advise on how to change the perception of the True brand in the UK.
Defining the audience
Our Account Director, Jamie Bourn, said: “This is a long-term project to build awareness of – and engagement with – the True brand in the UK.
“We carried out a lot of in-depth market research among chefs, kitchen designers, restaurant managers and foodservice business owners, which indicated that True’s end users in the UK didn’t want to be sold to in the same way as they are in the US, where the relationship is solely transactional.
“In the UK, it’s more about developing an ongoing relationship with clients, engaging with them and keeping them engaged with the brand until they are ready to buy.
“Our strategy was developed to introduce an element of ongoing engagement to keep True at front of mind, across a range of channels including digital, print, events, social media and video, to reach the right audiences.”
A different approach
Purpose Media recognised the need for True to position itself differently from its competitors, so its strategy was built around a strapline – For a Confident Kitchen™ – that’s been trademarked in the UK, Australia and Dubai.
Claudio Davanzo, Purpose Media’s Creative Director, said: “We developed ‘For a Confident Kitchen’ as an aspirational message that differentiates True because it focuses on the emotion, rather than the product.
“It shows that True is not just selling fridges, it’s selling confidence in the kitchen, to its end users.”
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