SAR Lubricants
Written by Gary Pattison
A bold step into the future for SAR Lubricants
Founded in 1872 and based in Mirfield, West Yorkshire, SAR Lubricants is a manufacturer of premium oils and lubricants. With over a century of heritage, the business sought a refreshed brand identity and a forward-thinking marketing strategy – and found the perfect partner in Fantastic Media.
In 2024, SAR unveiled its new look – a re-energised brand that champions its legacy of quality, expertise, and customer service. The launch included a new website, strategically chosen digital marketing channels to drive brand awareness, and a comprehensive suite of modernised marketing collateral.
The Brief.
SAR wanted to modernise their website and overall visual identity. Keeping the SAR tradition and history, we were tasked with providing a fresh perspective and recommendations for brand and marketing activity to drive business growth.
The Research.
Our collaboration began with a full-day workshop alongside SAR’s Senior Leadership Team to uncover what truly sets the company apart, from the customers they serve to the values that underpin the brand.
Using this information, detailed analysis, data and competitor insights, our INSIGHT process began. Using the INSIGHT model allowed us to understand SAR, their current business model, who their customers are, where the challenge was and how we would overcome this together.
The INSIGHT provided a detailed strategy review into key opportunities and areas to refine. After spending time with SAR, we were now confident we had a strong strategy based on market research, competitors, target audiences and their pain-points. Building this solid foundation was vital in understanding how Fantastic would take SAR to the next level.
The Big Idea.
SAR were on the right track and needed to be reminded of who they were and how to amplify their strengths. We distilled everything we learned into a refined, modern brand identity that reflected SAR’s values. As an expert in the industry selling quality, British made products, SAR’s brand needed to reflect this level of excellence. We could see that SAR was different, but could their customers? We focused on this difference across reputation, the difference between being a supplier and trusted advisor as well as the difference that generations of expertise make. The result was a confident, contemporary identity that customers instinctively recognised and trusted.
We evolved the existing logo and colour palette, simplifying shapes and flattening imagery to create a cleaner, more modern look without losing brand equity.
The updated positioning, value proposition and brand created a solid framework for promotional planning. We built a tactical plan and recommended a mix of organic and paid channels to drive awareness. This would establish a strong foundation for lead generation campaigns in the future.
The Activity.
A robust strategy required equally as strong supporting activity. We identified key channels and tactics across web, digital and content. Together with SAR we launched a cohesive 12-month marketing plan consisting of:
- Website: A redesigned site featuring an intuitive product finder and downloadable data sheets to improve user experience and engagement.
- Digital Marketing: Always-on national Display and LinkedIn campaigns targeting both new prospects and remarketing audiences across brand and industry-specific segments.
- Content Marketing: Ongoing content showcasing SAR’s products, services, and technical expertise within the industrial grease and lubricant market
Since working together, SAR have revitalised their brand, pushed forward with bold new creative and continue to evolve their presence within the market both on-and-offline in the UK and internationally.
“Fantastic Media truly understood our heritage and the values that set SAR apart. They guided us through a modernisation that feels authentic, highlighting our expertise while giving us a fresh, confident presence online. The result is a brand we’re proud to showcase to both existing and new customers.”
Dave Mott, Managing Director, SAR Lubricants
“SAR is one of those rare businesses with a genuinely rich heritage and it’s been part of the regional landscape for more than 150 years. When we met the team, it was clear they were still pushing to improve, both for the business and their customers. They truly go above and beyond, which inspired the idea behind ‘We make the difference.’ Whether it’s the lubricants and greases they produce, or the support they give their customers, that spirit of making a difference runs through everything they do.”
Gary Pattison, Director of Strategy, Fantastic Media
