/ securing velcro's heritage

Following years of neglect Velcro, the original hook and loop fastener, lost its brand values and became a generic. The brand owners wanted to reinstate its heritage and quality to increase sales in the DIY and craft markets.

Lava's Matt Hammerton developed and implemented a marketing campaign to help Velcro reinstate itself as the original and best hook and loop fastener in the eyes of DIY enthusiasts and haberdashers.

activity

An educational campaign was devised to promote Velcro's significant benefits when compared to competing products.

A marketing communications campaign comprising in-depth market research; effective media buying and the undertaking of a strategic advertising campaign; negotiation and delivery of a series of sponsored editorial columns; journalist briefings; trade competitions; and exhibition support was undertaken alongside a proactive PR campaign targeting both trade buyers and consumers in the DIY, craft and haberdashery sectors.

RESULTS

/ An enormous amount of valuable publicity was generated, helping increase sales for Velcro brand products and secure new listings.
/ A consistent message was delivered across all marketing activity reinforcing the brand values.
/ The campaign won Best Integrated Marketing Campaign and the Grand Prix Award in the 2002 Institute of Public Relations North West Cream Awards .