CHALLENGE
As the UK’s leading wholesale food service provider, Brakes operates in an intensely competitive, high-volume market. To spark significant new growth, they needed to break away from traditional, mass-market enterprise marketing and instead focus on a core sector: home care.
They challenged Reflect Digital to orchestrate this strategic pivot, setting ambitious targets to drive a 37% increase in new customer acquisitions and a 23% uplift in new business revenue within the sector.
SOLUTION
We designed a fully integrated, human-first search strategy built on deep behavioural insights and total multi-agency alignment. Rather than launching generic search campaigns, we focused on mapping the unique emotional and operational pressures faced by care sector procurement gatekeepers:
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Behavioural Persona Architecture: Conducted an exhaustive deep dive into the care sector landscape to isolate the exact motivations, compliance pressures, and purchasing triggers of care home operators.
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Omnichannel Channel Harmony: Deployed an integrated search framework, embedding our team alongside Brakes’ wider agency network to ensure flawless, unified messaging across email, paid media, organic search, creative assets, and traditional PR.
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High-Intent Care Infrastructure: Re-engineered and optimised Brakes’ digital touchpoints, transforming the care landing page from a standard corporate overview into an authoritative, user-centric resource aligned with conversational schemas.
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Targeted Digital PR Outreach: Executed a data-led digital PR campaign to secure prominent coverage and high-authority backlinks within respected sector publications, cementing Brakes’ authority in the care landscape.
RESULTS
By replacing generic corporate messaging with behavioural precision, the integrated campaign shattered all initial benchmarks, transforming Brakes' approach to sector marketing and delivering a historic return on investment:
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137% year-on-year increase in new business revenue, completely eclipsing the original 23% target.
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1,652% Return on Investment (ROI), proving the immense financial value of behaviour-led, integrated search execution.
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14,000% increase in care landing page conversions, driven by a 60.83% rise in page views and a 178% surge in organic traffic for "care" related queries.
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Winners of the Integrated Campaign of the Year at the Digital Growth Awards.
42%
increase in new customers
137.4%
increase in new revenue
1,652%
return on investment
Winners
2024 Digital Growth Awards (Integrated Campaign of the Year)
“Reflect Digital were instrumental in our business delivering a bespoke multichannel Care home campaign. Their passion, responsiveness, creativity, and collaboration were outstanding and ensured we took a fresh approach to this sector and delivered a customer-centric campaign that has produced results above and beyond our initial expectations.”
