Pooling Partners Wagg IPN
Pooling Partners FPC Awards

The Client

IPP is one of Europe’s leading full-service poolers of pallets and boxes, with a vital role at the heart of the supply chain. It helps ensure household-name brands such as Swizzels, Golden Wonder, Danepak and Radnor Hills make it to supermarket shelves.

The Challenge

Getting household-name brands to market involves an intricately-choreographed relationship between manufacturers and major retailers, who depend on the retrieval, repair and repatriation of millions of sustainable wooden pallets to move their products on a daily basis. Our role is to bring this story to life in the most engaging and reader-friendly way as possible.

The Results

Newsline secured 85 pieces of media coverage with key publications in 2020, with more than 98,000 readers reached online and print circulation of 287,000. We concentrated on positive news not connected to the global pandemic and achieved record levels of coverage from publications keen to focus on ‘normal’ news.

We also created the #ItsWhatsInsideThatMatters campaign to promote great collaboration throughout the retail supply chain in the fight against ‘empty running’, the environmentally-damaging and costly process of delivery vehicles clogging up the UK’s motorways when returning to depots without a payload.

Previously, one of our most popular projects was the creation of a Halloween pumpkin carved with the Pooling Partners logo – IPP’s former company name – which was professionally filmed and used in a promotional video. We also produced a case study film with IPP customer Inspired Pet Nutrition.