Holcim launch Roads You Can Rely On campaign
New highways campaign encourages shift from quick fixes to longer-lasting, lower-carbon, future-ready roads
WITH the UK’s roads under growing pressure from shrinking budgets, climate change, and rising user expectations, Holcim UK are calling time on short-term fixes with the launch of their new Roads You Can Rely On campaign.
Led by the business’ asphalt and contracting division, the initiative calls for a shift from patching potholes to building longer-lasting, lower-carbon roads that save money and reduce disruption.
To support the campaign, Holcim have developed a suite of traditional and digital technical resources to help local authorities and contractors make informed choices about their road materials.
High-performance asphalts, such as SuperCurve, SuperTrench, and SuperDrive, will be showcased for their proven ability to extend asset life and reduce whole-life costs.
Alongside these, Holcim will highlight their tiered sustainable solutions offering from ECOCycle to low-carbon and circular asphalt technologies, which are designed to help partners cut carbon and increase circularity, wherever they are on their journey.
Highways sector stakeholders can also expect to see the campaign’s messaging amplified via a multi-channel digital marketing campaign.
Recent research commissioned by Holcim UK found that 45% of sector partners see reducing CO2 emissions as the key enabler for improving sustainability, while 33% point to circularity.
However, an overwhelming 81% believe the greatest opportunity to drive sector change lies in improving product durability and extending road lifespans.
Phil Sabin, technical director at Holcim UK, said: ‘As a building products specialist with ambitions to make sustainable construction a reality, it is vital that we remember the key role our roads play in connecting people, powering economies, and shaping communities.
‘With local authorities and their partner contractors under pressure to address the condition of their roads, we’ve launched our Roads You Can Rely On campaign to help them look beyond short-term fixes, towards future-ready, durable roads.
‘We have a duty to help our industry partners go beyond merely fixing roads, and to future-proof them. That’s why Holcim are investing heavily in R&D, innovation, and new product development, ensuring the next generation of circular and high-performance materials are available on the market.
‘By driving adoption of these solutions together, we can deliver roads that last longer, work harder, and support long-term sustainability goals.’
Holcim have made significant contributions to the road ranked the UK’s best by road users for two years in succession. After resurfacing a stretch of North Yorkshire’s A19, ranked top of the Transport Focus annual Strategic Road User Survey in 2024, the company recently completed a successful low-carbon resurfacing trial on the A30, which was ranked top of the same survey this July.
Mr Sabin continued: ‘Whether handling an emergency repair or a full network renewal, our purpose is clear: to help our sector partners create roads people can rely on that are built better, maintained smarter, and made more sustainably.’
