Project Description

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SUPPORTING WOOL PRODUCERS WITH A NEW APPROACH TO CONSUMER MARKETING

SUMMARY

British Wool promotes the use of wool on behalf of producers to the international textile industry for use in flooring, furnishings and clothing. And with over 40,000 stakeholders to keep happy, the company are constantly on the lookout for new and innovative ways to engage with consumers.

In the wake of public health concerns over man made fabrics and in particular, fire retardant materials, British Wool were keen to bring the benefits of wool to the public’s attention. Sustainability and environmental factors are also key benefits so all brand communications needed to emphasise this. But first British Wool needed a story to tell.

INSIGHTS

12 Miles North have worked with British Wool for several years and continue to support them throughout all communications to consumers, manufacturers and producers. Once you fully understand the benefits of this versatile, natural and sustainable material the choice becomes obvious and who better to tell that story than the farmers themselves – the woolgrowers.

Richard Wilson is a fourth generation sheep farmer from Beckwithshaw, near Harrogate. Working closely with the client, we set about writing ‘Richard’s story’ – a series of short stories illustrating the plight of sheep farmers throughout the UK. Humanising the benefits in this way made for far more compelling and memorable story telling and is illustrated by the beautiful photography, art directed by 12 Miles North and shot around the North Yorkshire moors.

These stories have since been adapted for use across a range of POS material within carpet and bed retailers to promote the natural benefits of wool.