The Proud to Franchise' initiative was launched earlier this year to celebrate and highlight the benefits to customers of dealing with ethical franchised brands operating in the UK today.

Overall there has been a positive response to the campaign with many franchisors getting actively involved by including it as part of their annual conferences or by making it a key part of franchisees training days.

Brian Smart, Director General of the bfa, notes, "One of the key messages behind the 'Proud to Franchise' campaign is that our research showed that consumers prefer to buy from a franchised rather than a non-franchised outlet. I am very pleased to see that franchisors have taken the necessary steps to pass this positive message on to their franchisees."

Some franchisors have gone the extra mile to combine the 'Proud to Franchise' logo and message with their own. For example, Thresher has taken the step to highlight the benefits of 'Proud to Franchise' by incorporating the logo into the design for their new door stickers.

Fyl Newington of Thresher noted, "In each franchised outlet the customer is getting a locally-run store, but with the backing of a big brand name. We also saw the campaign as a call to action for potential franchisees."

Oscar Pet Foods has also seen the importance of the campaign and taken the step to incorporate the 'Proud to Franchise' logo into their new packaging design.

Richard Dancy of Oscar Pet Foods notes, "Oscar Pet Foods recognise the Proud to Franchise initiative as something that our customers will see and associate with quality therefore mutually reinforcing the brands."

Greensleeves has been another key franchisor that has been keenly involved with the campaign, taking the step to invite a bfa representative to come along and explain the advantages as one of their key training days.

John Warham of Greensleeves notes, "I am enthusiastic about 'Proud to Franchise' as I see the positive message behind the initiative. At Greensleeves we are very proud to franchise our business and have made sure our franchisees feel the same way."

Mr Electric and Air Serv has also made sure the message has got across to franchisees regarding 'Proud to Franchise'. As part of this programme the initiative is being actively promoted in the media, online and through the instantly recognisable branded vans.

Clive Houlston, Managing Director of Mr Electric and Air Serv, noted, "The confirmation that the public prefer to use franchised businesses is indeed good news and is something we should take pride in."

There has also been a keen response from franchisees. A Trophy Pet Foods franchisee, John Thurley, saw the benefits of the campaign from the start and has been actively promoting its message to customers. He noted, 2The proud to franchise campaign has made me more aware that my customers like to deal with me as an owner operator franchise. This has helped to bring on board more customers."

Signs Express is yet another franchisor to embrace the 'Proud to Franchise' concept. It will now be the key theme of their next conference. Their Managing Director, David Corbett, saw that the campaign also very much reinforced the key messages that they wished to tell franchisees. He comments, "Our franchise systems, processes and business model fit in very well with the proud to franchise campaign as it reinforces what we have always focussed on - the benefits of local ownership with the security of a known brand"