For nigh on a decade now, the ‘Northern Powerhouse’ is a term that has been bandied about when discussing northern England’s vast economic potential.

And while it may have had its fair share of setbacks – such as Covid-19 and the scrapping of the Manchester leg of HS2 – some of that long-promised investment is beginning to trickle down (or up in this case) to a region that many locals feel has been left behind by Westminster over the last 50 years.

Last week’s MAD//UpNorth was a testament to that potential. The event’s long queues and, at times, uncomfortably bustling walkways signalled an all-too-clear hunger and desire for northern businesses to have a platform to showcase themselves to the nation.

Unfolding in Manchester’s Factory International – itself planned by former chancellor George Osborne as part of that very same Northern Powerhouse programme in 2014 and completed in 2023 to the tune of £185 million – it is clear that the North has very much arrived on the marketing scene.

And who better to open proceedings than one of the city’s favourite sons, former England and Manchester United star Gary Neville, who had a personal hand to play in bringing MADFest to the north-west.

“We are a city that gets things done,” Neville said, waxing lyrical about Manchester cultural and economic drive and potential.

“If you invest and show commitment to Manchester, it will always pay it back,” he said.

Asda reconnects with its Yorkshire roots

Speaking to marketing supremo and event host Simon Lloyd, Asda’s VP of marketing, Adam Zavalis explained how important the supermarket chain’s West Yorkshire roots were to its identity and the different ways in which it operates.

After a series of big-money buy outs – notably falling under the sway of US mega-corporation Walmart in the late 90s – Asda’s loud-and-proud ‘Yorkshire-ness’ has become essential to maintaining a clear line to its core customer base, said Zavalis.

Admitting that the historic grocer had rather lost sight of this over the past decade – he revealed to the audience that the brand had taken very deliberate steps to ramp-up its North-focused image in recent years.

Key to this was the recruitment of British film and TV star Jodie Whittaker, with the Huddersfield native now providing the voice-over for Asda’s TV campaigns.

Zavalis explains: “We’re from Leeds, we’re from Yorkshire. We should be proud of that. So, we’ve addressed that and we’ve got Jodie Whittaker, of Dr Who fame, who is from just down the road originally from Huddersfield, near Leeds, doing all of our voiceovers.”

Not only is it commendable that the grocer is so intent on proudly displaying its Leeds roots, it’s all simply good business sense. If a local, British company makes sure to keep its marketing grounded in the very people who will be pacing up and down its aisles – it would take an awful lot to alienate the powerfully loyal customer base it has developed over the last 50 years.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

Very proudly signposts its Liverpool origins

In 2023, the Very Group made the astute decision of celebrating its Liverpool roots, with the iconic Royal Liver Building featuring prominently within its blockbuster Christmas campaign.

The festive spot went on to become a roaring success for the retail brand, which has now incorporated its flamingo characters into its wider commercial image and identity.

Speaking at MAD//UpNorth, the Very Group’s head of brand, Katie Kinchin-Smith explained how the decision to incorporate Liverpool more prominently into its identity was an easy way to stay connected with its regional roots – but also to maintain a rapport with a key target audience, working mums with a young family.

By creating content that truly resonates with its customers, by staying true to its regional roots and identity – despite having no physical presence, Very has managed to drive both brand recall and loyalty through one simple campaign.

What it also shows, is that there is a genuine appetite for Northern representation with UK business and culture – and if brands play their cards right – there is an immense amount of untapped potential alongside a clear hunger from consumers to see more investment and ambition within the region.