The strongest marketing partnerships aren’t measured in campaigns. They’re measured in years.
True Refrigeration is a global leader in commercial refrigeration, supplying cutting-edge products to more than 100 countries. Established in the US at the end of World War II by returning serviceman Bob Trulaske, the still family-owned business has built its reputation on innovation, quality and reliability across almost eight decades.
But, despite its success, True knew there was untapped potential for growth in the EMEA region – and realised it needed a marketing partner that could match its own long-term ambition.
41%
In a single 12-month period, users of the UK website increased
98%
Average time on page grew
True had a remarkable story – a world-class product range and a growing international footprint – but its marketing wasn’t keeping pace with its ambitions.
The brand’s visibility across Europe, the Middle East and Australia wasn’t reflecting the scale or quality of the business behind it.
Its digital presence was fragmented across territories, its messaging wasn’t landing consistently and its sales teams lacked the tools and content they needed to convert interest into action.
True didn’t need an agency to run a campaign. It needed a strategic partner that would invest in understanding the business, challenge where necessary and commit to a long-term relationship built on trust and shared ambition.
Since 2017, Purpose Media has worked alongside True as an embedded partner, delivering an integrated strategy spanning web development, content, video, social media, creative and digital marketing across multiple international markets.
We started by reviewing True’s audiences and delivery channels, then proposed an approach designed to improve the customer journey and give the sales team the tools to convert interest.
New websites, fully optimised for SEO, were built for the UK, Germany, France, Spain, Italy, the EU and Australia.
We also developed bespoke tools such as an energy cost calculator, which instantly demonstrates how much a customer could save financially and in emissions by switching to True, as well as a product customisation tool that allows buyers to configure equipment to their specification and submit direct enquiries.
We helped True build its own studio at Goldthorpe, advising on technical setup and collaborating on design, giving the business a permanent base for high-quality content production.
Our teams have travelled thousands of miles supporting True at international expos, broadcasting events to audiences unable to attend in person.
More recently, the partnership has expanded into strategic content planning and brand positioning – developing thought-leadership campaigns tied to cultural moments, creating engagement-driven social series and refining brand messaging across True’s product range to ensure consistency and commercial impact.
The relationship has endured because it goes beyond delivery. We challenge, we advise and we treat True’s growth as our own.
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The numbers reflect the depth of the partnership.
In a single 12-month period, users of the UK website increased by 41%, average time on page grew by 98% and total social media engagements rose by 43%.
The online goal conversion rate – the proportion of visitors completing a key action such as submitting an enquiry – increased by 93%, with total goal completions up by 43%.
Beyond the metrics, the assets we’ve built have become essential tools within the business.
Sales teams use the websites to validate True’s credentials with prospects, video case studies demonstrate how the company’s innovation helps businesses succeed and content produced for one market is regularly adapted and repurposed for others – including language edits for non-English speaking territories.
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