Petro Canada Lubricants: Building a thought leadership reputation

For UK food and drink manufacturers, the special food-grade lubricants they need to keep their equipment running are a commodity purchase where decisions are often made on price and brand loyalty is fleeting at best.

The Challenge

So when Petro Canada Lubricants (PCL) asked us to help them challenge this perception and drive sales in the UK market, we suggested enhancing their reputation as a thought leader and technical expert in the space.

The Solution

We devised a partnership between PCL and New Food magazine, one of the industry’s leading publications, to launch a webinar campaign targeting technology decision makers in food manufacturing and processing.

We devised a partnership between PCL and New Food magazine, one of the industry’s leading publications, to launch a webinar campaign targeting technology decision makers in food manufacturing and processing.

Our content team collaborated with experts from PCL to develop a series of editorial articles and a live presentation, highlighting the questions and decisions manufacturers need to consider when selecting a lubricant.

Results

Over 200 leads generated, and a solid platform on which to build PCL’s thought leadership strategy.


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Petro Canada Lubricants: Building thought leadership reputation

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