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CREWE WOMAN IS THE FACE OF NEW ADVERTISING
CAMPAIGN
  Thursday,
11th December 2003 — Helen of Troy’s
face launched 1000 ships but she can’t match
the feat of Michelle Jackson whose face has launched
a tanker - at the start of a novel advertising campaign
by Air Products.
Michelle, who lives in Crewe, is the first UK employee
of the company to appear on the side of one of the
company’s road tankers.
The tanker, which carries liquid nitrogen, carries
an enlarged image of Michelle alongside the explanation,
“I put the freshness into food.” Michelle
is recognised within the UK food industry as an expert
at creating the best conditions to keep food fresh
while packaged. This process, known as MAP, uses liquid
nitrogen and specialist technology produced by Air
Products.
“It might not be as glamorous as promoting beauty
products,” said Michelle, “but I’m
very excited at being involved. It’s a very unusual
and punchy way to profile the type of work that we
do.”
“I’ll hopefully hear from some old pals
too. It’s going to be a shock the first time
an old school friend passes the tanker and sees me
in all my glory.”
Michelle is expected to be one of several UK employees
who will appear on Air Products’ tankers. The
UK campaign starts after a successful trial in the
USA.
“Our people are our brand and this is our way
of celebrating the contributions of our employees,”
said Graham Taylor, UK general manager, Air Products.
“Michelle is a great example of the type of people
we have within the company. She builds lasting relationships
by working hard to understand the challenges of our
customers.”
The tanker will cover more than 80,000 miles per
year, serving customers across the North West of England.
“Together, that’s a powerful medium delivering
a powerful message to our customers and the communities
in which we serve,” added Graham Taylor.
Air Products employs some 250 people at its offices
in Crewe, comprising its UK head office, a commercial
technology centre and a cylinder filling and distribution
centre.
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