Pictured above: Steelite International Chief Executive Kevin Oakes with a double decker London bus balancing on four Steelite mugs at its state-of-the-art factory in Burslem, Stoke-on-Trent

Pottery giant Steelite International have launched a campaign to fight back against inferior foreign imports. 

And to show the strength of its ware and the strength of feeling for its world-renowned tableware brand, the company balanced a double-decker London bus on just four of their Potteries manufactured mugs.

The award-winning company is now taking its Made in England - Made for Life campaign on the road, hitting five major UK cities before lobbying Parliament to secure high level support for their year long crusade.

Steelite International, with a turnover in excess of £50million and a UK workforce of over 650 is the favoured brand of hotel chains such as Hilton and Four Seasons as well as food operations as diverse as the Ministry of Defence, Whitbread and Little Chef.

Stoke-on-Trent City Council has also put its weight behind the campaign. Councillor Mervin Smith, Cabinet member for City Development (Regeneration) at Stoke-on-Trent City Council explained: "The Potteries is renowned as the World Capital of Ceramics, home of world class ceramic design and innovation, and home to some of the world's most famous luxury brands, contributing £650m annually to the UK economy.  Stoke-on-Trent is an astute place for creative industries to invest."  

Explained Steelite International Chief Executive Kevin Oakes: "The Made for Life campaign aims to show the UK ceramics industry is alive, vibrant and fighting fit, with a number of successful manufacturers operating in Stoke-on-Trent. 

"Steelite International are firmly committed to making their core product here in the UK where we have the greatest expertise, skilled people with loyalty and commitment, the ability to create products with a lifetime guarantee and over 100 years manufacturing history  

Bob Bagley,  Purchasing Projects Manager of P&O Cruises added: "Tableware with design that inspires chef yet creates inherent durability is key to our business, which is why P&O work with Steelite International as our preferred tableware supplier."

Added Kevin: "We are extremely proud of our manufacturing heritage, and the essence of the Made for Life campaign is to re-educate customers about the benefits of buying British-made product, and in particular product manufactured in Stoke on Trent.

"The Made in England backstamp still has great kudos around the globe - and we aim to fly the flag and show that UK manufacturing is still head and shoulders above the rest in this industry. Indeed, after a brief period using an overseas-produced competitor product, TGI Friday's UK operation decided to return to using Steelite International and our superior quality"

"We will also use this year of campaigning to bring pressure to bear at Government level in support of a variety of measures that will ensure ongoing competitiveness in the UK.

"The message is loud and clear - we excel in inspirational design, excellent quality and outstanding service, and work hard to minimise our impact on the environment.  It is suggested that Steelite International core product is up to four times more durable than certain inferior-quality tableware. This means huge savings for the customer as well as four times less raw material extraction, manufacturing and transportation, showing that Steelite International core product really is the sensible choice for environmental care."

The campaign will see high profile events at five major UK cities, Glasgow, Manchester, Birmingham, Bristol and London, where customers will be invited to learn more about the Made for Life message and how it can help them develop their business. 

In addition to celebrity chef demonstrations there will be highly visual displays of product strength - a hammer which repeatedly hits the side of a Steelite Int. plate, and the demonstration of the four mugs withstanding the full weight of the double decker bus. 

Continued Kevin: "The importance of the Made in England backstamp and country of origin marking has never been more highly valued and this campaign aims to encourage the British public to be equally as proud and supportive of British manufacturing. 

"The bus demonstration is eyecatching and fun, yet it draws attention to a serious issue which UK manufacturers and the UK government must address - we need to regain pride in our manufacturing heritage and shout louder about our success."