‘Protect your pipes and avoid a winter burst’

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Iris Associates, the Sheffield-based marketing specialist, has secured a contract from utilities group Yorkshire Water to encourage people to protect their pipes before the winter takes hold.

Cornish Place-based Iris has created Yorkshire Water’s Wrap Up winter campaign in response to the high number of calls the utility group received last winter from customer with frozen pipes.

Wrap Up uses a combination of targeted emails and direct marketing, outdoor advertising, bill inserts and website visuals to show households how best to protect their pipes during the cold weather.

Schools are being targeted with special direct mail packs and Yorkshire Water vans will also carry livery connected relating to the campaign, which is set to run throughout the winter and cover the entire customer base of Yorkshire Water.

Yorkshire Water’s Leanda Trethewey said last year’s prolonged freezing conditions created problems with frozen and burst pipes for a large number of its customers and, although it is not the company’s responsibility to maintain or repair private pipes, it tried to help out as many people as possible.

“This year we want to help people get prepared by offering them lots of advice and offers to help protect their homes in advance of winter.

“Iris has devised a creative platform that conveys the central message of the campaign in a simple yet distinct way, and has executed this across every part of the campaign to ensure our customers are presented with advice that is engaging and accessible,” she added.