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The Local Hero brand flies in the face of globalisation. It battles against the big in pursuit
of not the small, but the meaningful. It puts a sense of culture, heritage and community at its heart.
It creates meaning in a category dominated by large multinationals.
In doing so, the Local Hero sets itself aside from its competitors, who are busy cutting organisational costs and streamlining the production process,
by giving something back to the communities
it serves.
This isn’t a case of simply having an ear to the ground, it is a case of being planted, watered and nourished by that ground.
It will come as no surprise, then, that the media tactics used have a local flavour too.
Channels that can change across towns, cities and regions are essential, such as geo-targeted online, radio and out-of-home (OOH).
While many other challenger narratives explored in this book look for big, defining campaigns, the Local Hero opts for well-crafted, multivariate messages that appeal on a community level.
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