Growing the Vallant brand in the UK
Context
Most of us only think about our heating every 10 to 15 years when the system finally gives up. It’s a low-interest world where functional talk usually wins, making brand loyalty a tough nut to crack. We needed to help Vaillant cut through the apathy and become the first name you think of when that moment of need finally hits.
Challenge
Our big challenge? Turning a purely functional purchase into a real emotional bond. We saw that while the industry obsesses over technical specs, homeowners respond much better to warmth and personality. We moved Vaillant from the background to centre stage, introducing ‘Johann the Hare’ to bridge the gap between rock-solid reliability and a brand people actually love.
Connection
We built a connected media strategy that brought warmth and energy across paid, owned, and earned channels. By putting Johann the Hare front and centre, we aligned everything—AV, print, digital, and PR—to tell one powerful, consistent story. We made Johann a star, keeping Vaillant top-of-mind throughout that long replacement cycle.
We didn't stop at homeowners. We reached out to the trade through ‘FIX’ radio sponsorship, paid social, and influencer partnerships. We showed up big at the ‘Installer Show’ with bold out-of-home activity to build stronger ties with the pros who recommend and fit the systems. This two-pronged approach made sure Vaillant was the top pick for both the people buying the systems and the experts installing them.
Impact
- Positive Media ROI achieved for the 2024-2025 period
- 21% Increase in total revenue from April 2024 to March 2025
- 5% Growth in aided brand awareness between 2022 and 2024
- 31% Market share growth in the heat pump category (2024 - 2025)
