Bradfords Building Supplies is one of few builders’ merchants in the UK to have remained operational throughout COVID-19. In response to the work being carried out by tradespeople across the South West during the pandemic, Bradfords has just launched brand awareness campaign ‘We’ve Got Your Back’.
When lockdown was first announced back in March, Bradfords made the decision to remain open but change its whole operational structure overnight. Within less than 24 hours it became a pre-collection and delivery business only, with the introduction of a whole host of industry leading measures to keep employees and customers safe.
The UK Government has since paid tribute to the construction industry for making a hugely valued and critical contribution during these challenging times. The ‘We’ve Got Your Back’ campaign is all about supporting Bradfords’ legion of customers who have continued to do amazing work.
In addition to achieving some great press coverage around the ‘We’ve Got Your Back’ launch, AMBITIOUS has been working closely with Bradfords over the course of the lockdown period. As one of the few builders’ merchants in the country to remain trading during the pandemic, there was an immediate need to pivot Bradfords’ entire communications strategy to crisis response and sentiment monitoring. To date, Bradfords’ social media channels have remained a critical communications tool.
A key element of the Bradfords social strategy has comprised the posting of content publicising the multitude of essential works being carried across the region. This has included the support of housing associations working on front line projects, and providing the materials for a number of NHS trusts, so they’ve been able to continue to build temporary isolation units and extend the capacity of GP surgeries.
To reinforce the positive messages on social media, AMBITIOUS was successful in the placement of thought leadership across both broadcast and online media. This included securing an interview on trades’ radio station Fix Radio and a bylined article from CEO David Young in leading trade title Builders’ Merchants News.
Sarah Woodhouse, Director of AMBITIOUS PR, commented, “Bradfords put a stake in the ground for the industry remaining operational throughout COVID-19. It was critical however that their efforts and motives in doing so were communicated appropriately and consistently. A carefully considered social media strategy and tactical placement within key press resulted in a great deal of positive sentiment.”
Bradfords has successfully managed to remain one step ahead in these turbulent times. Its industry-leading measures to keep employees and customers safe are now also being put to great use across the sector as part of the Builders Merchants Federation’s advice and support for its members.
The ‘We’ve Got Your Back’ campaign has now been activated with:
- Advertisements on radio
- Bradfords’ range of online channels, including its website and its social media platforms
- Each branch has been provided with a variety of signage in support of the campaign
This year marks Bradfords’ 250th birthday, making it the oldest builders’ merchants in the UK. It recently won Independent Builders Merchant of the Year at the BMA awards and in 2019 achieved a record turnover of £150 million across its network of 44 branches and eCommerce business.