Chalk & Ward are the largest independent advertising, marketing and digital agency in the South West. We are a full service agency combining creativity, marketing strategy, PR and digital expertise. We produce integrated marketing and advertising campaigns that cover a variety of disciplines and platforms, both on and off-line.
Café Royal came to the UK with a single mission - to create the Nation's best coffee for the millions of Nespresso and other coffee machine users. Armed with a long and passionate history of brewing under their belt, they created a range of coffee which impressed the tongue and suited all tastes.
In a multi-national campaign backed by pop superstar Robbie Williams, Chalk & Ward developed and led the strategy for Café Royal's launch into the retail market. Our lasting relationships within the UK retail sector proved fruitful as we managed to secure enviable sponsorship positions with some of the industry's most well-known publications and even an awards dinner which hosted all of the big 4 supermarkets.
The coffee is now being stocked throughout the UK and brand awareness is increasing on a day-to-day basis. Next time you're in the supermarket, make sure you don't miss this one...
Met Office - DemandMet™
The Met Office is a world-leading provider of weather and climate services and is consistently one of the top two operational weather services in the world. Their Unified Model is recognised as the leading numerical model for weather forecasting and their supercomputer is one of the largest in Europe and carries out 1,200 trillion calculations per second!
The Met Office has a number of commercial divisions, one of which is retail. Chalk & Ward Advertising was successfully appointed as a marketing partner to launch the newly developed portfolio of retail weather forecasting products, DemandMet™, to the FMCG multiple retail market.
Retailers risk losing millions when the weather changes, through low stock levels, empty shelves and disappointed customers. However, with the use of DemandMet™ retailers are able to minimise potentially huge costs by keeping shelves stocked with the right products when they are needed and when demand is high.
We knew the product was going to be well received by the target audience as it was developed in consultation with retailers. The challenge was getting in front of them! Contact details of head buyers in the likes of Tesco, Asda and Arla Foods are very closely guarded!
We approached the project by creating a high impact advertising strategy, both the creative execution and media planning was key to success. By utilising the food market bible, The Grocer, it put us in a position to directly target the ever elusive buyers of the UK FMCG market. Offline and online platforms were used to launch DemandMet™ within a supply chain focused printed supplement, with impactful advertising and a full page editorial which created the bang the Client wanted.
Over the following weeks, we undertook supportive, online advertising to extend reach and created a lead generation campaign, with technical whitepaper, direct to the inbox of 19,000 targeted contacts.
The success of the campaign has been paramount, generating (to date!) 429 individual leads for the Met Office to follow up. Since the positive outcome of the DemandMet™ launch in the Summer we have been appointed to undertake the next campaign for a new Met Office product.
P&O Cruises - TV Campaign
P&O Cruises - TV Campaign
P&O Cruises first set sail in 1837 and have been a staple of British tourism ever since. With 7 ships, P&O offer cruises to all ages from the UK to a host of destinations.
This was a self-initiated brief to help the client save money, increase control and manage consistency of brand positioning in the market nationally. P&O Cruises had a substantial budget for ‘retail support’, through travel agents, divided up and handed to each agent across the UK to promote P&O. Each agent then did their own thing, generally on TV advertising, sometimes poorly and certainly not consistent with the national brand positioning.
We pro-actively approached the client suggesting; “Why don’t you let us create a centrally produced, high quality ad, where you can control the content, the message, the branding and the finances? We can tailor the end caption and V/O for each agent, so they end up with a great looking ad and you control the content? Not to mention the cost-efficiency of a far more powerful media buying capability due to centralising it.” Of course the client was delighted! We worked with over 20 agents across the country, including national players, such as Thomas Cook and Lunn Poly, to agree their own messages and offers. Then produced a single premium ad in line with the brand positioning and adapted it for each agent.
A phenomenal success. The agents saved money on advertising as they didn’t have to produce their own ads. They gained more airtime due to centralised buying. The client eradicated the poor quality ads, controlled the brand and how it was portrayed, and increased their bang per buck! Significant increase in ROI was the result.
You can watch the Ad here: https://www.youtube.com/watch?v=axMILNsvcX8
Age Concern - Print Campaign
Age Concern - Print Campaign
Aidcall are a business that manufactures remote controlled nurse-call systems, sold to hospitals and care homes.
As part of the Age Concern Group, all the profits go to the charity but commercially-focused competitors sold a product equally effective and similarly functioned but at half the price! Initial discussions found no USP at all. So we had the challenge of asking ourselves… “How can we overcome this difficult market position with an ad campaign?”
We went out with the field sales team to see if we could find something special, something unique, something that could help the sales team overcome the competitive price differential.
Fortunately we did! And the findings provided us with the USP we were looking for. The product was more than twice as robust as its competitors, but nobody had made the observation as they were too close to the product, its technical capabilities and functionality.
We produced an advertising campaign that was beautifully simple in its message and execution. Using strong, close up images of the elderly end users’ faces and bold “strength” headlines, the combination of which created a campaign packed with punch.
WKD Drinks are one of the UK's most well-known drinks brands. Featuring a world-famous line up of fizzy flavours including Blue, Red and Irn-Bru, the colourful beverages are dominating the club, bar and chilled out party scenes.
In a recent push to drive sales within the in-trade markets, Chalk & Ward were tasked with the challenge of developing a strategic campaign which would reignite the passion of party-goers across the UK. We embodied the high-energy brand reputation within a series of prize-driven concepts, giving consumers the chance to heighten their party nights with themed hats and cameras after a round of drinks.
The campaign was a roaring success, with horny hats filling the dancefloors of nightlife capitals across the country and embarrassing selfies being taken faster than they could be printed. That's a good thing, right?
Pierre Fabre are a renowned international brand giant for dermo-cosmetics and skincare products which include; A-Derma, Ducray, Elancyl, Rene Furterer and Avène.
They approached Chalk & Ward Advertising to create their UK advertising campaign for EAU THERMALE Avène. We created the creative concept and instigated to completion a very technical photo shoot with extraordinary results – replicating the Cevennes mountain region in a hot London photography studio in the middle of August was quite an interesting challenge!
Once the ads were created we planned the scheduling and bought the relevant media, full page colour ads appeared in; Stella, You, Glamour, Marie Claire and Red, as well as in all of the Saturday and Sunday supplements, to highlight their best-selling Skin Recovery Cream.
But it wasn’t just a print media campaign that was required, Pierre Fabre also required their point of sale designed, printed and delivered to boost sales at Boots stores across the country.
After the success of the Avène campaign which ran for a number of months, Pierre Fabre tasked us with creating a campaign for their Ducray ITAX headlice product. The campaign included media buying, photography and print and ran nationally, much in the same way as Avène, but it featured predominantly in trade press.
We’ve recently started working with one of the most prominent and talked about historic buildings in Devon, the great Powderham Castle. The castle is nestled in the Devon countryside, about 6 miles south of the city of Exeter. After being built by Sir Philip Courtenay in 1391, the estate has been passed down through generations for over 600 years and much of the structure can be dated back to the 14th century.
Over recent years, the castle has become a major tourist attraction, popular with families, school visits and many other groups. The medieval manor now offers itself as an amazing wedding venue and plays host to hundreds of themed events throughout the year including ‘Silly Mini Sundays’ which sees a string of the multi-coloured classic cars drive through the estate.
Now owned by Charles Courtenay and his wife Allison Courtenay, who have recently become the latest Earl and Countess of Devon, they plan to build on the presence of the castle and gain more visitors in coming years. Chalk & Ward PR have been tasked with generating some buzz and making the historic structure reach new heights.
Buckfast Abbey forms part of an active Benedictine monastery in the rural heart of Devon, England. First constructed in 1018, the Abbey has been home to practicing monks for a number of generations.
On the same grounds lies a tranquil business conference centre, created for use of local businesses to hold meetings in a lighter setting. The centre originally benefitted from large numbers of public sector organisations looking for an alternative to the dull office, however due to cuts in government funding the footfall started to decline as organisers opted for the cheapest option instead of the most effective.
Chalk & Ward carried out a complete overhaul of the centre and its branding, repositioning the centre as the best conference centre in the region for both public and private sector businesses. Coupled with a fresh new website with an integrated booking platform and backed by both targeted PPC and local press campaigns, the outlook for the centre has never looked so positive.
Since the success of the conference centre, Chalk & Ward have been reinstated as strategic marketing partners for the whole of the Abbey, with a multitude of innovative campaigns lined up for one of Devon's largest tourist attractions.
Van Guard - E-Commerce Website
Van Guard - E-Commerce Website
Established nearly 40 years ago, Van Guard are one of the leading commercial vehicle accessory manufacturers in the UK. Van Guard have vast experience in engineering, ensuring they are at the forefront of innovative van accessory product design. Put simply, “quality commercial kit” is exactly what they offer!
Van Guard tasked us with redesigning their e-Commerce website. After initial scoping meetings, the key objectives of the new e-Commerce website had to deliver the following:
Streamlined approach to the order and account experience for their distributor network
Create a visually led brochure style shop experience
Improve order and product admin processes to simplify Van Guard’s fulfilment workflow
It was a fairly challenging brief as it wasn’t just an e-Commerce site, it had to deliver both on a shopping functionality level and be visually engaging to showcase their product offering.
After 7 months in development (and a lot of late nights), the team at Chalk & Ward set the new Van Guard site live! The site has exceeded all objectives. Their distributors are able to order product seamlessly from the site, users can search for products by van manufacturer, variant and model type as well as by automated product search. The site features the entire product portfolio and is fully optimised and mobile responsive. There are plans in place to continue the evolvement of the site via search engine optimisation and digital marketing to ensure improved online presence and authority.
“Developing our much needed new web site was always going to be a huge project which is why we had no hesitation in enlisting the services of the team at Chalk & Ward Advertising. As usual this project was meticulously planned and thought through but ultimately was very much a partnership working in tandem throughout. I always had a huge amount of confidence in my team and Chalk & Ward Advertising that they would deliver the goods. That confidence has very much proved to be more than justified. We are all immensely proud of what has been achieved and everybody involved deserves immense credit. All boxes well and truly ticked and then some.” – Andy Woodward: Sales & Marketing Director – Van Guard
Mole Valley Farmers - Marketing Strategy
Mole Valley Farmers - Marketing Strategy
Mole Valley Farmers is the country’s largest agricultural supplier. Adhering closely to their farming co-operative roots, they provide genuine, passionate support to the agricultural and rural community by offering a wide range of services including feed, forage, retail, nutrition and health support. Chalk & Ward Advertising has worked closely with Mole Valley Farmers over the last 12 years to help grow the business from £50m turnover to in excess of £500m.
A major strategy of growth for Mole Valley Farmers has been to role out a network of rural retailers across the country. This tactic has included the acquisition of a number of ‘stalling’ retailers and the application of economies of scale to those businesses through careful procurement, solid operational infrastructures and considered brand marketing. From the initial stages of this strategy Chalk & Ward Advertising have been heavily involved helping to plan the creation and role out of a national brand of retailers; ‘Mole Country Stores’.
Our involvement has been immersive throughout the project including advising on the name, the identity, the design and layout of the stores and the role out of the brand.
Chrysalis are a Not For Profit company who provide fully accredited training courses in counselling, therapy and hypnotherapy. With course venues nationwide, Chrysalis can provide quality support to their service users.
Chalk & Ward work with Chrysalis on a regular basis to ensure their marketing efforts are up to scratch, in sectors including TV, radio, print and PPC.
Within the latest PPC strategy, Chrysalis tasked Chalk & Ward Advertising to increase the number of brochure requests on their website, whilst continuing to ensure that the cost-per-conversion did not exceed an agreed amount. Chalk & Ward Advertising created a robust testing strategy focused on testing as many elements of the PPC strategy as possible to look for improvements, provide ongoing suggestions, implement changes and review and analyse the outcomes.
We continue to carry out keyword research and evaluate all ad copy as well as test and trial new software and developments to ensure that the PPC strategy remains targeted to the right potential customers. We have also created geo-targeting campaigns in order to advertise venue locations in addition to the courses themselves and the creative ads used in our re-targeting campaign has seen significant increases in conversion rates.
Our improvements to the PPC strategy have led us to exceed the client’s expectations by ensuring that Chrysalis is receiving continually high numbers of brochure requests every month, improving on their previous year’s results on a regular basis, whilst coming under the desired cost per conversion level.
Alarm and safety system installers Alarmtec have been passionate about the safety of people for over 40 years. Born out of a small, rural village in Devon, the company now supplies and maintains systems for some of the largest business in the UK.
With the company being centred around a string of robust, personal relationships and trust, the brand needed to convey a caring, professional image to match. Chalk & Ward set about defining the core values of the brand and transforming them into an actionable strategy which could be instantly implemented.
A new logo, branding, stationery, website and even van graphics were designed and the brand has never looked more powerful.
CleanEarth Energy are leading renewable energy providers offering solar power, wind turbines and biomass energy solutions across the landowner, commercial and community sectors.
For over two years, we've been working with the company to transform their industry presence and brand positioning within a new and rapidly growing market. Following a series of strategic planning sessions, we stripped the business down to its core values and deciphered exactly what their customers were searching for. We then translated that commitment into a definable mission and strategy which could be used in every aspect of the business and which resonated with its core market.
A strategic re-branding project is never complete without a complete digital strategy to launch it off the ground, so we designed and developed a completely bespoke website which performed well and looked even better. Backed by significant SEO, social media and PPC campaigns, the online presence of the brand catapulted and online conversions have increased dramatically.
With national press coverage and industry-leading whitepapers in the pipeline, the future looks bright for CleanEarth.
Centrax - Multi-National Web Development
Centrax - Multi-National Web Development
Centrax Gas Turbines may be based in a small, rural village but their output is anything but small. Constructing full-scale gas turbines for the electricity generation industries, Centrax exports its products to major energy companies all over the World.
Whilst performing exceptionally within its market, the business was lacking in terms of its online presence and digital communications with its key stakeholders. Chalk & Ward developed three bespoke online platforms for each of their three separate business sectors, which translated perfectly into the various languages of their global customer base.
The website featured the latest in web technology and was fully responsive to devices of all shapes and sizes. The build process was complicated, with having to keep track of all the different content spreadsheets and any functional or design changes needed to be updated across 6 sites every time, but we remained consistent. All 3 sites launched together on the same day and by conducting CMS training with Centrax, they were able to take full control of their sites as desired.