As Polypipe’s Terrain range approached its 60th anniversary, we repositioned the brand to ensure it resonated with younger engineers while reinforcing its leadership in drainage solutions. The result? A bold, multi-channel campaign with real, lasting impact.
The Challenge
Terrain has been a trusted drainage brand for nearly 60 years, widely used in commercial construction. But research showed a disconnect between older and younger engineers. While established professionals continued to specify Terrain, younger engineers lacked the same affinity with the brand.
With new challenges around sustainability, building safety and compliance, Terrain needed to modernise its positioning to stay relevant. The challenge was to reframe the brand as an innovative, forward-thinking leader, reassuring existing users while attracting the next generation of engineers.
The Response
We created a campaign that balanced heritage and innovation, positioning Terrain as a brand built for the future.
A bold creative and messaging framework highlighted Terrain’s expertise, evolving product innovations and commitment to solving modern challenges.
An engaging, accessible white paper educated younger engineers, while PR, digital ads and social content reinforced Terrain’s authority and problem-solving approach.
The campaign exceeded lead generation targets by 200%, securing a multi-million-pound sales pipeline.
The Results
- 200% Leads generated above target
- £multi-million Sales pipeline value
- 349,000 Audience reach through PR activity