Some details
Summary
Our integrated campaign has communicated the company’s expertise in logistics and supply chain and helped secure its position as a market leader.
Ultimately resulting in the Fowler Welch winning the coveted Logistics Supplier of the Year Award at The Grocer Gold Awards 2018.
Tell me more
Fowler Welch is a UK logistics and food supply chain specialist that handles over 150,000 pallets and 1.5m cases of food and fresh produce every week.
Competition in this fast-moving retail market is fierce and price, rather than quality of service and market knowledge, can drive purchasing decisions. To help counter this trend, the company briefed Pelican to highlight its market expertise and exceptional service, positioning it as a market leader.
The Pelican approach
We recommended that Fowler Welch emphasise its expertise by providing existing and potential customers with content that focussed on key industry issues, content that would provide market insight and would, by association, position the business as a knowledgeable and valuable industry partner.
We recommended developing a series of video interviews with industry experts on topical issues. Titled ‘Fowler Welch Industry Insights’, eight videos were filmed over the space of 18 months and published on a Fowler Welch YouTube channel.
Our experts included Mark Varney of FareShare, Alex Edge of IGD, Ed Garner of Kantar Worldpanel and Alice Ellison of the British Retail Consortium. Each interview was accompanied by a downloadable whitepaper on the key issue addressed within the video and demonstrated the knowledge and expertise within Fowler Welch by offering insights from independent specialists.
The results
Overall, the videos gained 41,862 OTS as well as 1,989 video views. The first page of Google results for the search term Fowler Welch is now dominated by content from these interviews.
