OF A KIND has unveiled the latest campaign for Glow-worm's new heat pump system at the NEC InstallerSHOW 2026. Helping the brand make a bold entrance into the low-carbon heating market with a strong strategic idea: Uncomplication for the Nation.
OF A KIND launches Glow-worm's WTF heat pump at NEC InstallerSHOW 2026
Through in-depth installer research, it became obvious that installers didn't need more jargon or more processes – they just want products that do a decent job. This gave us a clear platform to position Glow-worm as the champions of simplicity.
By adding in a healthy dose of installer humour, we created WTF – Without The Faff. This standout creative campaign turned a familiar installer reaction into a memorable brand promise. Cutting through category convention with straight-talking messaging and a down-to-earth tone of voice.
The launch at InstallerSHOW created a buzz across the exhibition floor, helping Glow-worm stand out among the industry's biggest names. As the Glow-worm Arms pop-up pub served pints and information about the new product, the campaign introduced installers to a refreshingly straightforward approach to heat pumps.
“Uncomplication for the Nation gives us a powerful strategic foundation, and Without The Faff (WTF) brings that strategy to life in a way that resonates strongly with installers."
Janice Lack, Brand Manager - Glow-worm
The WTF campaign continues to roll out acrossadvertising, social media, video, print, exhibitions and beyond, establishing aconfident, memorable new voice for Glow-worm.
