Instead of selling the product, we sold the problem it solves.
We built Spooner a thought-leadership market report: Decarbonising Your Bakery: A Practical Guide. Industry research on one side, first-hand insight on the other (industrial bakeries, energy specialists, and Spooner’s own technical team). Data backed by the experts.
Decarbonisation is the thing every bakery is wrestling with, and most don’t know where to start. The report met them there, creating a genuinely useful guide to cutting carbon in a heavy-emitting sector, not a brochure with a spec sheet. This report was the hook to which a wider lead-generation campaign was built around.
.png)
Our copywriters mapped out what would become a 90-page document, coordinating with Spooner to establish key topics that must be addressed in this report. Our specialist then undertook in-depth market research, followed by session after session with the Spooner team to pull in the industry knowledge from their technical team.
From there we used Spooner’s vast network to build a list of collaborators, each speaking from their own corner of the market, their insight captured in detailed interviews. The report was never going to be a sales document dressed up as research. For bakeries to trust it, other voices had to be in the room.
A 90-page report on decarbonisation is technically dense by definition. The design job was making it visually engaging.
We extended Spooner’s existing brand into a long-form printed format, then used every tool going to keep the reader moving: compartmentalised data, pull-out boxes for the statistics that mattered, deliberate colour, clear hierarchy, and negative space to cut visual fatigue. Two things came out of it:
The report was only ever half the job. With it signed off, the task became getting it in front of the right people.
Our strategist built a multi-channel campaign; organic social, LinkedIn Ads, PR coverage, and email marketing. Every route pointed to one conversion-optimised landing page, with a form gating the download. Each channel’s marketing activities were accompanied by creative assets built for the audience; static graphics, carousels, animations, and text-based posts.
Every form fill dropped into Spooner’s warm-lead funnel and went one of two ways: straight to the sales team, or into a nurture flow until the timing was right.
4,000
Page Views
80
Report Downloads
24
Countries
400
Organic Social Reactions
We don’t set a campaign live and walk away. Our content team and analysts reported frequently and acted on it; reworking imagery and copy to lift time on page and pushing weight toward the channels converting hardest.
Spooner saw all of it. We built them a live dashboard with real-time download performance, so they didn’t have to wait on a monthly update to know how things were tracking, and were always kept in the loop.
Three months. One report. A highly relevant prospect list Spooner are working right now, in a market that just twelve weeks earlier, didn’t know the technology existed.
.jpeg)
We partnered with Halston B2B to develop a targeted campaign strategy in a specific niche market sector that drove measurable results. What impressed me most was how they understood our technical solutions, identified the right marketing channels, and executed with precision to deliver significant traffic and tangible leads. Working with Halston B2B brought fresh thinking and real value to our marketing efforts.
Ian Thornham
Sales & Marketing Director at Spooner Industries
