Retread Manufacturers Association

The challenge

The Retread Manufacturers Association (RMA) and its members are facing stiff competition from inexpensive imported Asian tyres. As the RMA’s association management company, CJAM was tasked with raising awareness of the association’s movement to highlight British retread tyres.


The work

CJAM devised and implemented a ‘Rethink Retread’ campaign aimed at hauliers responsible for the purchase and maintenance of their fleet with the specific objectives of acquiring end user commitment to retread tyres to boost the industry and protect jobs.

Rethink Retread emphasised the quality, value, environmental advantages and benefits of choosing British retread tyres and incorporated advertising and editorial in industry media plus advertising in a leading industry roadshow programme. This was supported by a poster campaign at truck stops, with branded mugs sent to selected truck stops and every RMA member.