Rob Hartill, commercial director at Safeware, reflects on the G25 Promotional Campaign of the Year win, a significant milestone for the business and a reflection of an industry that is rapidly evolving its expectations around hardware supply.

Winning Promotional Campaign of the Year is a tremendous achievement for our team, but more importantly, it says something significant about where the industry is today and where it is heading.

When we began positioning Safeware to the wider fenestration market in early 2025, our goal was to demonstrate that fabricators could have a hardware partner who genuinely understands their pressures and priorities. In a tightening market, expectations have never been higher and certainty, compatibility, compliance and support are essential to keeping production running smoothly.

That’s why it has been so encouraging to see how quickly this campaign gained traction. As the organisers noted: “The judges were impressed with the results for this winning campaign in such a short space of time.” For us, that response reinforces that the industry isn’t just open to change, but it’s actively seeking it.

Between April and June 2025, website traffic increased by 527% and leads and enquiries grew by 325%. Across the FIT Show, we held over 240 valuable conversations, with 69% of new contacts requesting follow-up activity. Social media impressions surged by 2,814% over the same period. These are not just headline marketing statistics, they demonstrate a strong appetite for what Safeware stands for and the reassurance fabricators want from their hardware partner.

Our campaign may have been new, but the principles behind it are not. Our consultative approach, reliability on delivery and breadth of hardware choice have defined Safeware for decades. Making that accessible to the wider industry was the natural next step.

Success in our sector comes down to having confidence in your supply chain. When hardware doesn’t arrive, doesn’t fit, or fails compliance, production stops. That’s why product availability, proven testing and technical support matter as much as the hardware itself. And when those elements align, fabricators can focus on what really drives their growth: quality, service and competitive strength.

The award also highlights the importance of clarity in how suppliers communicate. One of our goals throughout the campaign was to talk openly and honestly about what Safeware stands for and how we help customers succeed. The impact of that clarity was immediate because good service is nothing without transparency.

But above all, this award represents people. Our marketing team, our operations colleagues and our technical specialists all contributed to how Safeware now presents itself to the market. Every conversation we had at FIT Show, every message we put into the campaign and every product arriving on time was driven by a shared belief in helping customers thrive.

Looking ahead, the award gives us even more momentum. It reinforces the value of our approach and strengthens our commitment to continued investment in products, service and compliance support. The industry is evolving at pace and we are determined to stay ahead of that change alongside our customers.

For me, this award signals something positive for everyone. It shows that our market recognises the importance of reliability. It shows that fabricators value expert support that makes operations smoother and compliance simpler. And it shows that when a supplier listens carefully and acts decisively, the industry responds.

We are proud of how far we have come in such a short space of time. But what excites me most is where this journey takes us next. Safeware is here to support fabricators across the market and this award marks a powerful step forward in delivering on that promise.