Our recycling and waste management PR team was asked to launch Biffa’s 120,000 tonne anaerobic digestion (AD) plant at their Poplars site in Cannock. The aim was to use the launch of this ‘Super AD’ plant to showcase Biffa’s expertise, services and infrastructure to the waste management and food industries, as well as positioning Biffa as the waste-to-energy technology and services leader.
Our team organised a launch event for press and customers. The format included a press conference and customer event, followed by site tours, networking and interview opportunities. Media materials were produced, including a video to promote the facility and the food waste collection service to customers and stakeholders. The video was also uploaded onto Biffa’s YouTube channel.
The launch was extensively covered in regional print and broadcast media and a key piece of coverage was secured in the Mail on Sunday. Biffa was positioned as leading the development of environmentally pioneering waste infrastructure and creating an AD facility of national importance.