Innovative Marketing Response to COVID-19 for Howdens UK
Amid the height of COVID-19, Betta Solutions devised and executed a clever marketing campaign for Howdens, UK's #1 kitchen supplier, enhancing brand visibility and customer goodwill by distributing over 20,000 dual-purpose face masks that also functioned as neck warmers during the winter season. This initiative not only adhered to health guidelines but also significantly boosted brand engagement during a critical period.
Campaign Concept and Design
Howdens, the leading supplier in the UK with over 800 depots, is renowned for its top-quality fitted kitchens, appliances, and joinery products.
Recognising the dual challenges of COVID-19 and the winter season, Betta Solutions created a unique promotional product that catered to both health safety and consumer comfort:
- Product Design: Developed high-quality face masks that doubled as neck warmers, incorporating Howdens branding to maximise visibility and utility.
- Material Selection: Chose premium materials to ensure durability and comfort, encouraging daily use and increasing the likelihood of widespread brand exposure.
Campaign Execution and Distribution
The execution of the campaign was meticulously planned to maximize impact and ensure the safety of Howdens’ customers and staff:
- Targeted Distribution: Masks were distributed free of cost at Howdens’ stores across the UK, targeting both new and existing customers as well as employees.
- Marketing Integration: Leveraged existing marketing channels, including in-store promotions, social media announcements, and email marketing, to create buzz and drive customers to collect their free mask.
This strategic response to an unprecedented situation not only strengthened Howdens' market presence but also positioned the brand as a thoughtful leader prioritizing customer and employee well-being during the pandemic.
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