In support of the company’s wider carbon reduction goals, Fletcher Building’s Concrete Division has turned to strategic marketing specialists Quantum Jump to launch EcoSure Cement – New Zealand’s lowest Carbon general purpose cement via Golden Bay.
After a process of redefining Golden Bay’s position in the industry, extensive research and analysis, Golden Bay has repositioned it’s range under the EcoSure brand to reinforce its leadership in the sector, which now is not just about product performance but also how it can contribute to lower carbon construction.
EcoSure’s reduced carbon footprint includes the use of waste tyres within the cement production process both reducing carbon emissions, and also diverting waste away from landfill. Launching EcoSure means there is a greener building solution while not compromising on strength or performance.
Nick Traber, Fletcher Building Concrete Division Chief Executive says EcoSure makes it an easy choice for environmentally conscious consumers.
“[I]t’s also creating a sustainable circular economy – make, use, reuse and recycle. Here we’re not only safely disposing of waste and redirecting it from landfill, but we also thermally and materially valorize waste and create ways to reuse the materials.”
Head of Marketing and Insight – Concrete Division, PJ Morris said as it is a complex category, in terms of getting the story to market, keeping the messaging simple was vital.
“The Quantum Jump team brought so much energy and creativity to a category that others might find daunting.”
Ben Goodale, CEO Quantum Jump, says the team are really passionate about working with clients who genuinely care about reducing their carbon footprint and support a shift towards a more climate aware strategy.
“Fletcher Building are making great strides, and the Concrete Division are overcoming complex manufacturing issues to deliver this. We’ve really enjoyed working with PJ and the team on messaging, design and visual articulation of these changes.”
The launch of EcoSure rolls out via targeted social media campaigns with a focus on LinkedIn.
Credits:
Fletcher Building Concrete Division
PJ Morris – Head of Marketing and Insight, Concrete Division
Quantum Jump
Ben Goodale – CEO
Wayne Pick – Creative Director
Drew Ayers – Creative Director
Bonnie Shum – Planning
Emma Rogers – Senior Account Manager
