Client: United-UK
Challenge
United UK had strong hospitality clients but served multiple sectors. Success with major operators like GAIL's, Loungers, and KFC highlighted an opportunity: to become the definitive hospitality procurement specialist rather than a broad supplier.
Results
Repositioned United UK as the No.1 hospitality-focused procurement partner through strategic brand evolution, sector-specific digital presence, and thought leadership.
Brand repositioning: Led a deliberate pivot to hospitality specialisation. The visual identity shift was subtle (a refined logo and cleaner system), but the messaging transformation was significant.
Every touchpoint now speaks directly to hospitality operators' specific challenges: multi-site procurement complexity, sustainability pressures, and vendor consolidation. Created three service-level brands that clarify the offering and provide distinct market positions
Website: Built the new site in Wix Studio with seven sector-specific entry points (fine dining to QSR), client case studies featuring GAIL's, Loungers, and Mowgli, and clear pathways for different customer types.
Content strategy: Developed blog content addressing C-suite concerns like supply chain waste, EPR compliance, and wage cost pressure. This positions United's team as advisors who understand the business, not just the procurement.
Ongoing strategic support: Fractional marketing leadership covering campaign development, PowerPoint decks, brochures, and market positioning.
A case study in how subtle brand evolution paired with sharp positioning can transform market perception and drive sector leadership.
