Promoting freedom on three wheels with a fully integrated approach

The adult tricycle market is booming – and Jorvik Tricycles wanted their brand to boom alongside it. Digital performance was strong, but they needed a new strategy to unlock the next level of growth. One that elevated the brand beyond just product features and resonated with the target audience in a way that actually meant something.

Existing customers already knew why tricycles matter – Jorvik just needed the world to know it too. A deep-dive demographic analysis pinpointed the core opportunity: adults 55+, often with reduced mobility, who want a practical way to get out and about that feels nothing like a traditional mobility aid. And, crucially, this audience isn’t always spending their days scrolling. Digital marketing alone wouldn’t cut it.

Ambitious goals need an ambitious strategy. And we were ready to give Jorvik the brand presence their customers already believed in.

We knew exactly what Jorvik Tricycles needed. It was time for a fully integrated marketing campaign.

First, we refreshed Jorvik’s visual identity, tweaking the palette and dialling up the bold chartreuse. Bright, modern, confident – a look that resonates across the full 55+ age spectrum while staying true to the brand’s roots.

Then came campaigns built around real human stories.

For campaign messaging, we went straight to the source – Jorvik’s customers. A Trustpilot review analysis revealed three powerful, recurring themes: freedom, independence and confidence. These became the lifeblood of our campaign. We pivoted away from Jorvik’s previous focus on product benefits and reframed Jorvik Tricycles as the gateway to a fuller life. “Powered. Empowered.” “Expand your world.” “Designed to explore.” Everything the target audience really needs from their tricycle.

To reach people where they feel seen, we expanded the channel mix beyond digital. TV and print took centre stage. A bold broadcast creative shot locally in Knaresborough showcased relatable riders and real independence. Smart media planning led to high-impact airtime alongside customer-favourite ITV programmes like Loose Women, This Morning, and Tipping Point. And a direct mail drop drove attention straight to the Jorvik showroom.

We came at digital from all angles. PPC was fine-tuned to capture the surge. Technical SEO resolved indexing issues and strengthened key category pages. Website and email aligned with paid and organic social, creating one unified and integrated brand experience.

And when a Chinese competitor appeared mid-campaign, impacted by the new US import tarrifs, HUB responded fast. An assertive, data-driven PPC campaign safeguarded Jorvik’s performance and reinforced their position as the leading tricycle brand in the UK.

From insight to impact, everything worked together.