Rallying regional pride to create positive brand perception.

The Brief: Deliver a creative campaign that would address and reverse this dip.

The Challenge: Yorkshire Water was suffering from a drop in positive brand perception annually at billing time.

The Solution: Drawing on regional heritage and folklore, the ‘Course it’s better’ campaign was designed to rally regional pride and create a genuine affinity between the brand and Yorkshire folk. The regional campaign lived across outdoor, print, online advertising, social media, customer comms and internal comms.