Case Study: Hanson revitalises Tuffgrip brand with Earl & Thompson Marketing

Hanson - Customer Case Study

Hanson engaged Earl & Thompson Marketing to refresh the brand for its Tuffgrip aggregate product. As a market-leading manufacturer in the construction sector, Hanson needed to better position Tuffgrip’s selling points and reinforce its lead status in the target market.

Earl & Thompson Marketing conducted qualitative market research, used the insights to define key product values, and developed a new brand message and identity centered on a karate figure to convey confidence, skill, strength, and performance. The campaign was delivered through advertising, web, direct mail, and exhibitions, supported by internal roadshows, and successfully revitalised the brand, regaining market-leading status within agreed timescales and budgets.

Hanson