William Morris Opticians ‘Keep Calm & Stay Safe’ Campaign

Challenge

During the first lockdown of 2020, the majority of the William Morris team were furloughed because opticians were forced to close. As a result, the demand for frames and supporting POS print was non existent.

Robert Morris, the creator and founder of William Morris London wanted to put together a kit for the Sales teams to give out to all of their customers as soon as restrictions were lifted. In addition, he also started selling PPE and came up with the phrase ‘Keep Calm and Stay Safe’. The campaign contained branded cotton bags, a vinyl label for a UV sanitiser, a Stockist sticker, plus a Back to Work mailing which included a brochure, letter & envelope etc.

Solution

The Birch team quickly absorbed the brief and got straight to work to deliver the whole campaign from start to finish. We wanted the William Morris team to feel safe in the knowledge that we’d take charge of the whole project and deliver a successful campaign.

Our biggest goal was to ensure consistent branding across various types of printed substrates. Due to the Covid pandemic, many William Morris staff members were on furlough which left the WM team very time constrained to complete proofing checks. In addition, their approved sanitiser supplier was also incredibly busy which made it a real challenge to liaise with them and complete tasks throughout the campaign. Despite all of the hurdles, the Birch team saved the day and made sure the project was done and dusted in preparation for the lifting of Covid restrictions.

Results

This was a successful campaign for William Morris. We’d accomplished Robert Morris’ ‘Keep Calm & Stay Safe concept during a very challenging pandemic, which resulted in a happy customer in William Morris. The relevant and caring message of this campaign really helped to strengthen the William Morris brand and placed their customers at the forefront of their business.

Back to case studies

Services used

Campaign Management

Print & Print Management

Promotional Products

Fulfilment & Delivery

Testimonials