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Giving the brand a local boost

Harrogate Spring Water was looking to re-emphasise its strong roots in the North Yorkshire town and highlight its close connections with the local community

We were tasked with re-energising the brand’s presence within the region, elevating its reputation, and boosting its visibility among both consumers and businesses, through a brand support campaign.

Results

Creating the strategy for launch

To guide the campaign activations, we created a messaging framework to ensure all activity sat under the umbrella of Harrogate Spring Water being a force for good for consumers and the town. Within that, we had four key messaging pillars to ensure all messaging resonated with the local people and it reflected the core values of the business and the brand.

These were:

Community
Jobs and Investment
Their BCorp status (sustainability)
Local pride

We designed the creative concepts to illustrate the campaign and tie in with either one or all of the key messaging pillars. Working closely with the Harrogate Spring Water team, a creative route was agreed that we felt would resonate for the brand and be impactful with key audience groups.

Media activations

A series of media activations were planned over a six-month period to build brand awareness and increase brand visibility, highlight the work Harrogate Spring Water does in the local community and reinforce the brand’s reputation as a successful, growing business.

A notable media highlight was the press activity centred around some of the community work the brand does, including the Big Harrogate Sleepout. The event saw 30 people from local businesses and the community endure a night outdoors to raise awareness and a total of £2,500 for the Harrogate Homeless Project. This achieved significant press coverage in key local media titles including Your Harrogate, Harrogate Advertiser and Harrogate Informer.

To humanise the business and foster stronger community connections, we initiated a series of press activities. These included announcing the appointment of Ian Swann as Operations Manager and hosting a media day with Managing Director Richard Hall. This strategic approach resulted in positive coverage in local media outlets, further elevating the business’s profile within the region.

Digital activations

To complement our earned media efforts, we launched a hyper-local digital campaign targeting Harrogate residents. After brainstorming creative concepts, we identified two key messages: ‘Harrogate Spring Water – enjoyed everywhere’ and ‘Flowing through our town since 1571.’

The creative was then used in a tactical Out of Home (OOH) advertising and strategically placed at the train station and key locations with high footfall throughout Harrogate. It effectively reinforced the key messages in the town and gained exposure to 3,360,491 eyeballs, throughout the strategic out of home (OOH) sites.

Our social media advertising campaign, focused on the Harrogate area and seamlessly integrated with the existing organic content. The campaign echoed the creative assets and key messages used in the OOH campaign to drive meaningful engagement directly from local residents. The campaign reached 40,497 accounts in the Harrogate area and achieved 280,804 impressions.