Hepworth Clay - Factor 3


Our award-winning work for Hepworth reinvigorated interest in, and demand for, clay drainage – promoting its superiority over seemingly cheaper plastic pipes.

What was involved?

  • Brochure
  • Exhibition Stand Design
  • Rebranding
  • Strapline
  • Trade Ad

The ‘rise of plastic’ in below ground drainage had seen a steady decline in clay sales. It is, after all, heavier, old-school and more expensive – a picture exacerbated by a lack of marketing and sales support. Our brief was to arrest the decline and ‘hockey stick’ the sales graph.

A 3-hour briefing from Wavin’s product and marketing team was followed by a trip north to Wavin’s quarry to see this amazing product being created for ourselves. With a little ‘digging’ it turned out that while, on the surface, clay was heavier, old-fashioned and more costly; below ground it was superior in every way – stronger, more durable, more sustainable, more resistant and, over time, more economical. And all because, in a unique process, it is literally ‘Fired to Perfection’. That became our strapline and the springboard for the striking visual analogy of shotgun cartridges and the call-out for specifiers to give clay a shot.

Example of work done by Factor 3

Pull-up Banner & Trade Poster

Example of work done by Factor 3

Specification Brochure

Example of work done by Factor 3

Press Advertising

Example of work done by Factor 3

Exhibition Stand Design

Example of work done by Factor 3

Data Sheets & Case Studies

Example of work done by Factor 3

Product Guide

Winning made more fun

Clearly on some projects the fun comes from just how much you win. The relaunch of Hepworth Clay generated an ROI of 13:1, earning an additional £2.5m, once market growth had been stripped out of rising sales. The campaign was also highly commended in the Branding & Positioning category of the Construction Marketing Awards 2014.

Yes is the answer. Even if not directly, we can always point you in the right direction. But chances are that with our broad experience across the branding, digital and marketing spectrums, we can help you to win and make it fun along the way.

  • Victoria
  • Adrian
  • Prabha
  • Liz

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