Vale of Glamorgan Council

Shop Local campaign
Vale of Glamorgan
70% of residents said they were more inclined to shop locally
90% of residents strongly agree that the future of their town centre depends on whether local people support it


Following the devastating impact COVID19 restrictions had on high streets across the country forcing many non-essential retailers to go into hibernation, Vale of Glamorgan Council wanted to show its support for high street traders in its four towns as restrictions started to ease.


  • Develop a campaign to encourage local residents to support their high streets and shop local
  • Through the campaign increase business confidence amongst traders for the year ahead


We developed a campaign concept –‘Shop Vale of Glamorgan, Shop Safe’ with an overarching message ‘Their survival depends on your support’. The strategy focussed on using the local traders themselves to plea to residents to shop locally. We built a narrative and messaging around why it was important for residents to support their local high street and also the measures shops and the council were implementing to ensure it was safe to do so. While we had our overarching concept and identity, we tailored it to be town specific so that each town could own the campaign amongst their local residents. We knew the success of the campaign depended on the engagement of chamber of traders and local traders, who would push it out via their own channels to local and loyal supporters, so we created a campaign toolkit packed with assets for them to use. While we knew that visual social media content was going to be key to reaching residents at home and encouraging them to visit their local high street, once they visited, we wanted to give them something tangible that reinforced the safety message, encouraged them to keep coming back and gave us a means of ensuring the campaign was visible on the high street. We got the individual town’s campaign identity printed on window stickers and reusable canvas shopping bags. We also got branded hand sanitisers created with the campaign identity on them and developed a partnership with zero-plastic shops on each of the high streets where these could be refilled.


To help deliver the message, we created:

  • Campaign toolkit for traders which included:

– Logo

– Posters

– Window stickers

– Social graphics

– Branded shopping bags and sanitisers

  • Overarching campaign video, individual town specific videos
  • Meet the trader profiles
  • Social media asset bank and monthly content calendars
  • News releases for local media and hyperlocal online channels

There were two further lockdowns impacting non-essential retailers, which we hadn’t anticipated at the start of the campaign, however, we used these to our advantage to continue pushing out messages about why local support was essential when shops reopened.


  • The campaign was seen and supported by 86% of traders and 70% of residents
  • Business confidence increased by 6%
  • As a result of seeing the campaign, 70% of residents said they are more inclined to shop locally

Other positive outcomes from the survey:

  • 90% of residents strongly agree that the future of their town centre depends on whether local people support it
  • 80% of residents are prioritising shopping locally
  • 72% of traders believe that local people are now more likely to support independent businesses
  • 72% of traders think the high street will recover from the COVID19 pandemic