The Local Hero reflects the emotion and energy around a renewed appetite for localism and local character; it champions the importance of local needs, local culture and local people. This challenger does not just claim local provenance – it has a deep presence in (and understanding of) the community.
If your product is produced in the anthills of the savannah, go live there. You have to prove you’re a Local Hero.
The Local Hero brand flies in the face of globalisation, putting culture, heritage and community at its heart. Therefore, ensuring their messaging relates to people on a local level is the greatest priority. This challenger needs media channels that allow for variations across geographies, championing local causes and events, and they should develop strong local influencer relationships.
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