Established in the 1890s, Marshalls is a UK leader in hard landscaping solutions. Its products can be found in homes and gardens, and alongside some of the UK’s most famous landmarks. Marshalls has even paved every location on the Monopoly board! We were tasked with creating a campaign to demonstrate the emotional impact of Marshalls’ work on people’s lives.
Marshalls wanted to boost brand equity and awareness by injecting emotion into the way its products and services are ‘Creating Better Spaces’ - from patios for family BBQs, to driveways on which young couples are handed the keys to their first home. With large growth over recent years, including investment in broadening its expertise and product areas, Marshalls was keen to engage B2B and B2C customers on an emotional level, demonstrating the impact their materials have on people’s lives.
Firstly, we created the ‘Marshalls moments’ concept by conducting research and crafting mood boards, creative concepts, headlines, and copy. Once refined to approval of the chosen route, we teamed up with Grit, a video production company, to film footage across three days and locations.
This resulted in one ‘mega moment’ film and nine Marshalls Moments deliverables, including assets and videos for a landing page (desktop and mobile), email marketing campaigns, and paid advertising on social media platforms.
To complement the campaign, we formulated a paid advertising plan for both commercial and domestic audiences and wrote the ad content, as well as the copy for the landing page and emails.
The result is a moving, holistic campaign that communicates the real impact of Marshalls’ work. It’s not about paving slabs and jointing, it’s about how those products enable customers to make space for life’s important moments - big and small.
Head of brand communications, Marshalls
Operations director, The Bigger Boat