How Fireworx helped Adey to Optimise their Marketing


ADEY is the biggest name in heating protection solutions across the UK and Ireland, with products in over five million homes and seeing every month that number growing by thousands more.

ADEY approached Fireworx as part of their strategic growth plans, and wanted support in creating a fresh new approach to their marketing communications, looking for new innovative and disruptive ways to communicate their range of products and services to engineers and consumers.


ADEY is a brand a number of the Fireworx team had heard of in the past but weren’t exactly sure where. So, we kicked our initial work off with them by looking at things from the customers perspective, breaking the marketing strategy down into the segments of those who would be most receptive. We also needed to considering the huge fight for attention from all the other big brands in the heating and energy space, looking at how to go about structuring the marketing communication in an eye-catching and effective way.

The communications also needed to engage heating engineers who install and service household systems, making it clear and concise while raising overall awareness of the product range and driving engagement.

With a raft of new product initiatives it formed our initial focus for the marketing activity. There was a need to clearly and with high impact, start a conversation about the hidden danger lurking deep within all heating systems that are not already fitted with either ADEY filters, or benefited from their protective solutions. The result of potentially not using these resulting in a toxic build up of something nicknamed ‘sludge’, a corrosive oil-like substance.

With a pre-defined brand style already in place the task for Fireworx was to adapt the established look, while also creating a new way to convey the variety of messages across digital, print, advertising and events.

Sludge was used to form a campaign awareness about this toxic issue taking inspiration from previous campaign from the stop smoking ads of old, we deployed hard hitting graphics and imagery to support a series of messages that conveyed emotion, as well as the damage it can cause when untreated.

ProCheck, one of a raft of new services launched by ADEY in 2020 was a campaign that kicked off as a new edition in the fight to support the testing and treatment underpinned by the slogan ‘Protecting the nations heating’. systems.

Fireworx are working alongside ADEY to provide marketing and creative support as they continue to grow their business, even during the challenges and backdrop of the COVID-19 pandemic.


Winner of Best Product Launch in the Construction Marketing Awards 2021 as well as being shortlisted in the national Drum B2B Awards for Product Launch 2021, the Fireworx team worked alongside the marketing team at ADEY, the biggest name in heating protection solutions across the UK and Ireland, with products in over five million homes.

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Exceeded all sales expectations

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Leads generated pre-launch

National housebuilders adopted

Water tests completed in the first 8 months

“Fireworx have a reputation for creating innovative ideas and thinking differently, which is exactly what we need to cut through all the noise and make real impact.

They really took the time to understand the business and our customer focus, considering the messaging and visual approach across digital, advertising and print.

As the leading brand in our industry it’s important for us to work with an agency like Fireworx that can not only challenge our internal thinking but we can trust to deliver results with creative ideas that will propel our business forward and help us grow faster.”

Charlotte Dixon​
Marketing Executive, ADEY