Hayfield joins F1, Twitter and TikTok on the global shortlist for The Drum Marketing Awards

May 19, 2021

Hayfield has been announced as a finalist in The Drum Marketing Awards 2021. The five-year-old company is the only housebuilder to make this year’s shortlist, which showcases the best creative campaigns executed across the UK by national and international brands.

Hayfield is a finalist for ‘Best Re-brand or Re-launch Strategy of the Year’ for its Hayfield Difference campaign. There are only five other brands shortlisted in this category, including Blue Light Card, B&Q and Sports Direct. The winners will be announced at a virtual award ceremony, taking place on Thursday 17th June.

Hayfield has also been shortlisted for the 2021 Property Marketing Awards for Best Corporate Brand Campaign. The winners of the prestigious industry awards will be announced at a virtual event on Thursday 24th June, hosted by journalist Daisy McAndrew.

Kelly Sharman, Sales and Marketing Director for Hayfield said: “We are absolutely delighted to be a finalist in both The Drum Marketing Awards and the Property Marketing Awards! Since being crowned the UK’s Best Small Housebuilder 18 months ago, we have put our heart and soul into revamping and elevating our brand image – in order to best reflect our product, DNA, aspirations, and our people. The Hayfield Difference campaign is totally unique and stands apart from anything else the housebuilding industry has ever seen.

“We are delighted the judges have selected us, alongside some of the world’s most recognisable brands such as F1, Samsung, Puma, Twitter and TikTok. With only a few weeks to wait until these award ceremonies, the excitement is really building amongst the marketing department, as so much of this work was carried out by our small in-house team.”

There are four main touchpoints for the Hayfield Difference campaign. The hardback Book of Homes is handed to all those enquiring about a Hayfield home, replacing traditional development brochures. The Book of Awards showcases the housebuilder’s history and legacy, while the huge Book of Design captures people’s imagination as they enter a Hayfield Sales Lounge. www.Hayfieldhomes.co.uk brings the whole campaign to life online. 

Ranjit Kang, Head of Marketing for Hayfield said: “The key objectives of the Hayfield Difference campaign were to increase forward sales, facilitate rapid growth, and create a brand face-lift that was about people, homes and neighbourhoods. Introduced last summer, the Book of Homes tells our story – from considering land and planning to engineering and construction, right through to sales and customer care. Our people feature throughout the book to tell our narrative and ensure complete authenticity. This is combined with showcasing the distinctive features of our homes, proudly shouting about what makes us different to the competition. Our new website, the Book of Awards, Book of Design and our stunning Sales Lounges are all part of the same family of new brand assets that make this campaign so unique.”

Solihull-headquartered Hayfield will deliver over 300 luxury homes across middle England this year, to achieve a 2021 turnover figure well in excess of £100m. Its live development portfolio comprises Hayfield Green in West Oxfordshire; Hayfield Place and Hayfield Gate, which are both within Central Bedfordshire; Hayfield Avenue in Cambridgeshire; Hayfield Wood in Wiltshire; and Hayfield Oaks and the soon to be launched Hayfield Walk, which are both in Buckinghamshire.

Hayfield won Gold and Bronze accolades at the 2020 WhatHouse? Awards and has also received three Pride in the Job NHBC Awards.