Launching Low Carbon Concrete for Firth.

Changes at Firth’s plants and with its suppliers meant all Firth concrete now carried 10 to 30% less embodied carbon than the international baseline. These were real reductions, not offsets.

The market had fears to answer first. Research showed builders and specifiers worried about strength, appearance, cost and cure times, and were wary of offsetting. Firth wanted to be first to market, and to help architects and engineers hold a sustainable specification through to the first pour.

We wrote the go-to-market plan, from awareness through to specification, and created the Low Carbon Concrete lockup and the landing page design. The message stayed simple: same strength, same appearance, lower carbon footprint. We also designed concepts for an internal launch kit for Firth’s own teams.

In 2022 we planned and ran the awareness campaign: Google Display ads in three creative sets aimed at builders, architects, engineers and quantity surveyors, and a national radio campaign. When Firth introduced ECOMIX later that year, we refreshed the ads and added social video.