‘Our heartland’: National brands on using local audiences as a ‘creative muse’
By respecting their roots as they evolve, businesses are learning to embrace their heritage while appealing to a national audience.
For brands with strong roots and a rich heritage, expanding while still resonating locally can be a balancing act.
Half (52%) of consumers think all the UK’s differing community values should be represented in advertising, according to research from Group M and Mindshare, while 39% of consumers are more likely to buy from brands that genuinely showcase different areas of the UK.
Marketing director at Hull-based Jacksons Bakery, Helena Wright, explains the company’s acquisition of family-run Yorkshire-based bakery brand Lottie Shaws plays into a strategy of not pushing the business “too far away” from its origins.
