Centriforce’s ‘Force of 50’ campaign celebrates half a century in plastic recycling.
Leading manufacture marketing agency dewinter has been appointed by Centriforce to lead the marketing and PR campaign for its 50th anniversary.
Founded in Liverpool in 1976 as Chisholm Plastics, Centriforce is the UK’s leading manufacturer of recycled plastic damage prevention products. It has made its products from recycled plastic since day one, turning used bottles, carrier bags and packaging into durable boards and sheets. Its Stokbord® range protects underground electricity cables, water mains, gas pipes and fibre networks across the UK, alongside products for construction and agriculture. The business is now expanding into the USA and mainland Europe.
The brief for dewinter was to turn the 2026 anniversary into more than a birthday. Centriforce wanted to show it was a circular economy business 50 years before the term existed, raise its profile with national, trade and international audiences, and use the milestone to launch its overseas growth.
dewinter created a manufacture marketing ‘Force of 50′ campaign, including:
- The anniversary campaign strategy, creative concept and messaging
- A series of press releases on Centriforce’s heritage, circular economy credentials, international expansion and net zero manufacturing plans
- Webpage design and LinkedIn content for the company’s UK and US audiences
Results so far:
Coverage has landed across every major media category:
● 164 newspaper placements – the single largest category, reflecting strong regional reach in the US market in particular
● 134 online news sites and influencer channels – spanning financial, general, trade and sustainability verticals
● 8 magazine placements -including specialist sustainability and procurement titles
● 7 trade publication features – reaching sector-specific decision makers in tech, environment and supply chain
● 4 blog features, 2 industry association sites, and additional financial and information platforms
STANDOUT PLACEMENTS
Several placements stand out for audience scale and editorial quality:
The story ran on Yahoo! Finance’s energy section, reaching the platform’s global audience of 43 million. A parallel German-language placement ran on Yahoo! Finanzen Germany (498,000 readers). Combined, this is our single biggest reach moment of the campaign so far.
An editorial feature following an interview with Jonathan – “Building Europe’s Energy Resilience for Extreme Weather” – placed Centriforce’s work in the context of European critical infrastructure and energy resilience. EuropeanCEO reaches senior executives and C-suite decision makers across Europe. This is exactly the audience profile we are targeting with the international expansion narrative, and a significant editorial win for the campaign.
● Specialist trade reach: Sustainability Magazine, Supply Chain Digital & Procurement Magazine (UK)
Three of the UK’s most relevant B2B digital publications picked up the story, reaching combined audiences in sustainability, supply chain and procurement – three of the highest-value verticals for Centriforce’s growth strategy.
● Audience 144,000: StreetInsider (US)
Coverage in the US financial media landscape, positioning Centriforce as a business story as well as an environmental one.
About:
Founded in 1989, dewinter is best known for its award-winning marketing across manufacturing, technology, healthcare and energy brands worldwide. It applies the same evidence-led approach across complex B2B sectors to reach audiences across the UK, Europe and the USA.
Kate Cox, Managing Director of dewinter, said:
“Centriforce chose dewinter because we’re experienced in telling technical stories to demanding audiences. Our team make complex science clear, credible and memorable, and cable protection and circular manufacturing need exactly the same skills. We dig into the detail, we don’t overclaim, and then we find the creative idea that makes people care. ‘Force of 50’ does that. It celebrates a remarkable Liverpool manufacturer and gives it a confident voice in new markets in the US and Europe. That mix of substance and creativity is what our team is built on.”
