Broadsheet Newspaper Advertising Campaign: BEIGE GOLD

At Definition Consulting we specialise in creating innovative, high-impact campaigns that combine the power of advertising and PR to drive business development and elevate B2B marketing efforts. One of our exciting projects was a strategic partnership with a leading client in the packaging industry, where we secured prime advertising space in one of the UK’s top three broadsheet newspapers.

At the time, the demand for cardboard packaging was at an all-time high due to the global supply chain disruptions. Businesses across various sectors were struggling to secure reliable sources of packaging, with many unable to meet the surge in demand through their existing suppliers. Recognising this opportunity, we devised a bold and creative campaign that would resonate with businesses in need of reliable packaging solutions.

We coined the concept of BEIGE GOLD a playful yet powerful take on how cardboard, a seemingly mundane product, could be advertised with the same prestige as luxury designer goods. In the same way high-end brands elevate their products in high-profile publications, we wanted to showcase the premium value of our client’s cardboard packaging in a way that captured attention and reinforced its importance. By advertising cardboard in the broadsheet’s renowned design and editorial style, we flipped conventional advertising on its head, positioning the product as a must-have and the answered to their current packaging problems.

This innovative approach generated significant interest from businesses facing packaging shortages, driving direct inbound leads and creating new opportunities for our client. The campaign not only amplified the client’s visibility in a competitive market but also positioned them as an industry leader with the capability to solve one of the most pressing supply chain challenges at the time. Through strategic media placements and targeted advertising, we leveraged the power of broadsheet newspapers to build credibility, elevate brand perception, and ultimately, support our client’s business development efforts.

With this campaign, we proved that effective advertising and PR strategies can create a powerful narrative that resonates with the target audience and drives meaningful results in B2B marketing and business development campaigns. If you’re looking to make an impact with creative marketing and advertising campaigns that deliver results, see how we can help you today.