Tactical Radio Advertising


As the UK’s number one trade kitchen supplier, Howdens identified radio as one of the most effective ways of reaching their target market. Their push to promote an increase in trade accounts, along with a promotion timed to coincide with the Euros competition, gave them the perfect reason to be on air.


Like a lot of tactical campaigns, Howdens already had many of their creative ingredients in place – including a strong relationship with football commentator Clive Tyldesley acting as a brand ambassador. Our brief was to bring together the various strands of the brief, the mechanics of the promotion, and Clive’s involvement – to form the most effective way of prompting more trade account registrations.


Our approach was to centre the commercial around the idea of a trade customer arriving at Howdens, swiftly negotiating the many distractions of the day, opening a trade account and finally receiving a free football as a reward – all reported in the style of a lively match commentary. Working with Clive, the Howdens marketing team, and the talents of the entire GCP team ‘supporters club’ - we provided a solution that the client felt really told their story in the most effective way.

“Get Carter Productions are my ‘go to’ for radio creative solutions. 

They perfectly answered the brief with a radio campaign that delivered great personality and standout for us on air.

I have used them in different industries, and feel so confident in their service that I would happily recommend them.”

Sarah Oldfield

Marketing, Howdens Joinery Ltd