Tricker’s: A Legacy of Craftsmanship Since 1829

Tricker’s is not just the oldest shoemaker in Britain; it is a living testament to nearly two centuries of unparalleled craftsmanship and dedication. Founded in 1829 by Joseph Tricker, the company was born in a period of significant historical events. This was the same year that London’s first uniformed police force was established, and Louis Braille introduced his revolutionary reading system for the blind. From its very inception, Tricker’s embraced the values of quality and durability, which have been preserved and refined through five generations of the Tricker family.

Located in Northampton, the heart of England’s shoemaking tradition, Tricker’s has remained steadfast in its commitment to handmade craftsmanship. While the shoemaking process has evolved with technological advancements, the traditional techniques passed down over generations are still central to the production of each pair of shoes. The iconic factory on St. Michael’s Road, which opened its doors in 1904, continues to be a place where skilled craftspeople breathe life into every pair of Tricker’s footwear.

The brand’s reputation for producing robust, high-quality country boots and brogues quickly spread across England and eventually the world. Farmers, royalty, and celebrities alike have all come to appreciate the comfort, durability, and character of Tricker’s shoes. The award of the Royal Warrant by HRH The Prince of Wales in 1989 cemented Tricker’s position as a hallmark of British excellence.

In 2019, Tricker’s celebrated its 190th anniversary, marking nearly two centuries of continuous operation in the shoemaking industry. The highlight of the celebration was a visit by HRH The Prince of Wales, now King Charles III, to the Northampton factory, where he unveiled a commemorative plaque. This milestone is a reminder of the enduring legacy of Tricker’s—a brand that remains as committed today to quality and craftsmanship as it was when it first began.

BEFORE Ads: Current Tricker’s Social Ads (Before DIGITAL&’s Updates)

Tricker’s, with its deep-rooted tradition of excellence, has consistently favored a minimalist and elegant photographic style in its advertisements. The previous ads typically featured isolated product images on a white background, photos of the shoes being worn by models, or showcased in neutral settings. While these ads effectively highlighted the superior quality of the products, they often blended into the vast sea of content on social media, making them easy to overlook.

AFTER Ads: Redesigned Ads by DIGITAL& (with examples)

When redesigning Tricker’s ads, our primary goal was to create advertisements that not only reflected the brand’s rich heritage but also drove higher engagement and conversion rates. To achieve this, we focused on incorporating key design elements that would clearly communicate the brand’s message while enhancing visual appeal.

The updated ads now feature a more dynamic and engaging layout. We used the following elements together to highlight the brand’s message and ultimately drive higher engagement and conversions:

Logo: Placing the Tricker’s logo prominently was essential to reinforce brand recognition. The logo serves as a mark of quality and heritage, reminding viewers of the brand’s prestigious history and the craftsmanship behind each product.

Product Photo: The product image remains central to our design, but with a more intentional placement. By clearly showcasing the shoes in a way that aligns with the consumer’s expectations, we ensure that the commercial intent of the ad is unmistakable, helping to drive conversions.

Phrase: Each ad includes a carefully crafted phrase that captures the essence of the product and encourages action. These phrases are designed to create an emotional connection with the audience, making the ads more memorable and compelling.

Featured Photo: We strategically used featured photos to grab attention immediately. These impactful visuals are crucial for drawing viewers in and creating a strong first impression, which is essential for engaging the audience and encouraging them to explore further.

CTA Button: The call-to-action (CTA) button is a critical element in guiding the user’s next steps. Positioned prominently and designed to stand out, the CTA directs immediate user response, whether that’s to purchase, learn more, or take advantage of a promotion. This element is key to converting interest into action.

BEFORE & AFTER Ads Designed by DIGITAL&

AFTER Ads: Redesigned Ads by DIGITAL& (with more examples)

By thoughtfully combining these elements, we created a series of ads that not only align with Tricker’s esteemed brand identity but also effectively engage the audience and drive conversions. This approach ensured that the advertisements were not just visually appealing, but also strategically designed to achieve specific business goals.

AFTER Ads: Redesigned Ads by DIGITAL& Leveraging the Royal Warrant (King Charles III)

Tricker’s has a prestigious Royal Warrant, a mark of recognition granted by the British Royal Family, which signifies the highest standards of quality. This association with the Royal Family, particularly the Prince of Wales, is a powerful asset that enhances the brand’s perceived value. We would recommend more frequent and strategic use of the brand’s association with British royalty, particularly the relationship with HRH The Prince of Wales, now King Charles III. See ads below.

Opportunity for Greater Impact:

In future campaigns, we would recommend emphasizing this royal connection more prominently. By featuring imagery and references to the Prince of Wales more frequently in both digital ads and on the website, Tricker’s can further differentiate itself from competitors and strengthen its position as a heritage brand with unparalleled prestige. For example, showcasing images of the Prince visiting the Tricker’s factory or highlighting the Royal Warrant in the context of product quality could resonate strongly with audiences who value tradition, exclusivity, and British craftsmanship.

Strategic Integration:

This strategy could be integrated across various platforms, from social media to print ads, ensuring that the Royal Warrant is not just an afterthought but a key element in the brand’s narrative. Such an approach would likely increase engagement and deepen the emotional connection with consumers who aspire to own products associated with the British Royal Family.

By leveraging this unique association more effectively, Tricker’s could not only enhance its brand image but also potentially drive higher sales, as consumers are often drawn to brands with a strong heritage and a touch of exclusivity.