Projects
Peacock Salt
Ayr, Scotland
A multi-year marketing partnership across strategy, campaigns, launches and events
What We’re Delivering
The Challenge
Peacock Salt is the UK’s largest and oldest salt distributor: a 150-year-old, Ayr-based business supplying salt across winter de-icing, food, water softening and more. It’s a genuinely complex B2B proposition: multiple product sectors, each with its own audience and sales specialist, and a business heavily skewed towards winter revenue. Central to Peacock’s marketing is its in-house Marketing Manager, who sets the strategic direction of marketing across the business and leads an integrated team of specialist agencies spanning website, artwork and PPC. What was needed was an outsourced marketing partner that understood the business and could work as a seamless extension of the in-house team, joining up delivery across those agencies, supporting retention and new-customer acquisition while positioning Peacock as the expert, quality market leader.
Our Approach
Our relationship began on a project basis in March 2023 with a marketing audit and competitor review. That work gave Peacock a clear, evidenced picture: competitors were more active on paid social and PPC, there were SEO gaps against the market, and email, CRM and brand consistency all offered opportunities to evolve. From those foundations, and under the strategic direction of Peacock’s Marketing Manager, Flourish was engaged as an ongoing extension of the in-house team working alongside the wider agency team.
At the core is retained, multi-channel delivery: a formulaic campaign approach across Peacock’s priority product sectors, a planned content and email calendar built on Mailchimp segmentation, organic and paid social management across LinkedIn and Facebook, thought leadership, and quarterly KPI reporting.
Alongside the retainer, we’ve led standout project work. When Peacock launched Saltsmith, a new low-sodium salt brand aimed at UK food manufacturers navigating Government salt-reduction targets, we drove the launch campaign, developing objectives with the in-house team, creating the marcomms content for a tailored B2B landing hub, project-managing across Peacock’s creative partners to support event and exhibition launch opportunities. The paid LinkedIn activity delivered a 1.51% click-through rate, comfortably above the industry average. And, to mark Peacock’s 150th anniversary, we planned and ran a family-friendly day-long festival for the Peacock Salt team of around 400 people; a carnival-themed celebration with entertainment, drone footage, a surprise for the MD and a fireworks finale.
Recognising the sales team as one of Peacock’s strongest marketing assets, we also audited the entire team’s LinkedIn activity and delivered tailored training to level up their use of the channel. The programme gave each team member the confidence and practical know-how to move forward with LinkedIn and become genuine social ambassadors for the organisation, extending Peacock’s reach and authority through the voices of its own people.
The Results
The ongoing programme has built real momentum across channels: strong LinkedIn growth (follower numbers up almost 180% in one quarter, engagement above the platform benchmark), healthy Facebook engagement, an email database averaging open rates above Mailchimp’s benchmark, and improving organic search, with Saltsmith and reformulation content consistently resonating and reinforcing Peacock’s position as a sector changemaker.
Just as telling is the shape of the relationship: what started as a one-off audit has grown into a multi-year partnership spanning strategy, always-on delivery, product launches, a partner-acquisition pitch and a milestone event. Of the 150th celebration, MD Gregorie Marshall told us the team “absolutely nailed it”; on Saltsmith, that Flourish “did an exceptional job… ensuring that we were visible to the opportunities.” It’s a rounded demonstration of Flourish across digital, creative, campaigns and comms: strategic thinking, dependable delivery, and the ability to orchestrate a whole marketing ecosystem.
