When leading brand owners and retailers signed up to the Government-backed Courtauld Commitment packaging reduction agreement, WRAP (Waste & Resources Action Programme) asked the Pelican PR’s food and drink team to help make sure it became national news.
The signatories included all the UK’s top 13 grocery retailers plus household names such as Britvic, Cadbury Schweppes, Coca-Cola Enterprises, Mars UK, Nestle, Heinz, Unilever, Northern Foods and Premier Foods.
Using our excellent media relations skills, we set about creating a series of striking photographs that would capture the attention of national and trade press and would communicate the significance of the organisations signing-up.
The photographs and supporting press releases were personally sold-in to all key news organisations on the day of the announcement. Our team was on hand to deal with the flood of press calls that resulted from the announcement and was able to arrange follow-up TV, radio and press interviews.
The power of our pictures led to coverage in nearly all of the national newspapers. Channel 5 and Sky News both covered the story as did numerous radio programmes, with a major interview on Radio 4’s Today programme. We even got a mention in Thought for the Day