The Vita Group


Headquartered in Greater Manchester, The Vita Group is Europe’s leading flexible polyurethane foam solutions provider. Built on over 70 years of heritage, Vita develops, manufactures and markets a wide range of value-added and differentiated flexible polyurethane foam, Talalay latex and flooring products to create comfort, quality and functional solutions.


Influential was tasked with differentiating Vita from its competitors and positioning it as an authoritative thought leader in key trade as well as regional and business publications. This activity would be blended with engaging owned rich content and integrated campaigns that elevate the gravitas of Vita’s expert voice regarding its core capabilities.

As a brand committed to innovation, sustainability and strong social values, it was important for Vita to ensure that the PR campaign’s messages showcased its robust ESG strategy, its successful research and development work and its proactive CSR activities


Influential implemented a robust multi-channel campaign that has seen the Vita brand achieve significant exposure in trade, regional and business titles. This has included:

  • In the first full year of PR support, Influential generated 209 pieces of coverage with a gross media audience of 77.9m
  • Strong industry focussed pieces focusing on innovation and sustainability secured in key trade and business titles, including: Urethanes Technology; Materials Recycling World; PU Daily; Sustainable Plastics; Manufacturing Management; NW Business Insider; Manufacturing Today; Chemical Engineering; Bed times; Furniture News; The Manufacturer and more
  • Interviews and speaker opportunities to raise the profile of Vita’s leaders have included articles in CEO Today as well as roundtable and panel places at Foam Expo and NW Business Insider events, in addition to a prestigious cover story with North West Business Insider
  • Broad news coverage of Vita’s business successes and local CSR activities across the North West’s regional media
  • Support for numerous award applications, wins and nominations, including:
    • winning International Company of the Year (£50m +) at the Insider International Trade Awards 2021
    • winning Company Leader (100+ employees) at the Business Desk’s Northern Leadership Awards
    • CEO Ian Robb included in The Manufacturer Top 100 2021
    • Shortlisted in 2021 for Made In the Midlands, Made in the North West, Business Masters and Make UK award
  • Developing owned channel content such as animations and insightful blogs to communicate vital messages and increase Vita’s web traffic

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