Glazerite is a complicated business with a number of audiences and the biggest product portfolio in the industry.  In terms of differentiation they are quite unique in that they offer bespoke marketing support to their installers, meaning a Glazerite installer can have a website, branded brochures, branded social content and direct mail to support their growth.  The marketing team work with installers to build a practical marketing plan that supports their growth, not just an off the shelf approach.  Installers can also access a wealth of technical support for specification and calculations for tenders.

The Glazerite offering is so substantial that it is difficult to communicate and particularly without making a person (who may leave the business) the hero. 

The Ernie campaign was created to bring the Glazerite brand to life in a way that’s both engaging and meaningful. More than just a character, Ernie represents the culture, teamwork, and customer-first mindset at the heart of Glazerite.

As the visual embodiment of our values, Ernie acts as a consistent thread across internal and external communications.  This helped to shape and communicate complex messages with clarity and warmth.

Ernie has quickly become something of a local celebrity and is a central part of how we tell our story internally and externally.  from newsletters and signage to advertising and brochures and now as a digital assistant on our website. His evolving role reflects our commitment to service, personality, and being by our customers’ side at every step.

This campaign has helped to bring the brand to life in a friendly and relatable way. Internally, Ernie has strengthened engagement by reinforcing company values, encouraging cross-site connection, and making business-wide messages more accessible. Externally, he supports our positioning as a trusted trade partner, enhancing the customer experience through tools like the Ernie chatbot. His consistent presence across communications has boosted brand recognition and message clarity, making Ernie a valuable asset in uniting our teams and connecting with our customers.

Stronger Installer Engagement
Ernie served as a memorable touchpoint in customer communications, helping to humanise the brand and improve recall across marketing materials, emails, product launches, and training collateral. Installers responded positively to the approachable tone, boosting open rates, content interaction, and participation in promotional activity.

Internal Cultural Impact
Ernie also played a key role in internal communications, reinforcing core values, celebrating success stories, and improving staff connection with the Glazerite brand. His presence helped build a more unified and motivated workforce across all divisions.

Enhanced Brand Identity
The campaign provided a consistent, character-led device that improved the clarity and cohesiveness of Glazerite’s external messaging. As a result, Glazerite stood out more distinctly in a competitive market — particularly at trade shows, in digital campaigns, and within partner communications.

Lead Generation Support
With Ernie incorporated into website chatbot functionality and lead capture tools, we will have a measure of any impact on this and website traffic in the next few months.