Supporting Econ Engineering with the launch of the UK’s first Gritter Driver of the Year awards

We recently worked with client Econ Engineering to create a standout campaign that firmly positioned the business as a leader in winter maintenance through the championing of the season’s unsung heroes – gritter drivers.  

Econ wanted to go beyond product-led promotion and lead the conversation around winter service excellence to support new business development and further cement its position as the leading brand amongst key business, trade and consumer audiences. In response, we created the concept for the UK’s first-ever Gritter Driver of the Year awards, developing a national platform to recognise the skill, dedication and public service of gritter drivers across the country. 

From concept to delivery, we led a story-first PR, content and social strategy to achieve cut through during a traditionally news heavy time of the year. 

We commissioned research that found that more than a quarter of Brits believe there aren’t any crucial winter jobs, with fewer than one in ten people recognising the importance of gritter drivers, alongside Father Christmas and festive farmers. 

We used this insight to launch the awards through national and trade media, driving nominations with compelling case studies, and delivering a targeted social media campaign. We created social-first video content to tease the awards, introduced the iconic rallying cry ’Eat. Sleep. Grit. Repeat!’ and captured short-form video and content from the ceremony itself, sharing moments from each regional winner from across the UK as they collected their award. 

We also worked closely with local councils, partners and industry influencers, as well as managing regional and national winner announcements supported by video and photography assets to maximise reach. Winners’ emotive personal stories were also used as hooks for follow up features and interviews.  

The campaign results were exceptional: 

• 44 pieces of coverage 

• 1.7 billion total reach, including syndicated coverage 

• 201 award entries from across the UK 
• Coverage across BBC News, trade titles and regional press, as well as across various formats including print, broadcast and radio  

Impact beyond coverage 

Beyond the headlines, the campaign strengthened Econ’s relationships with existing and prospective council partners, positioned the business as a champion of frontline workers and public services, and created a reusable bank of stories, spokespeople and content to support future campaigns. 

We’re proud to support a campaign that celebrates people who make a real difference every winter, the Gritter Driver of the Year awards show how purpose-led PR and authentic storytelling can drive national conversation while delivering meaningful impact for brands and communities alike. 

Want support launching an industry‑defining campaign or securing high‑quality media coverage? Get in touch.