The Waste & Resources Action Programme (WRAP) asked our packaging PR team to promote the CO2-busting benefits of their campaign to reduce the weight of wine.
Working closely with WRAP’s packaging experts we set about turning a specialist and highly technical report into good copy. The report revealed that major environmental benefits could be delivered from bulk importing wine to the UK in tankers and then bottling it here in specially produced lightweight glass bottles.
We knew the highly traditional wine trade felt sniffy about bulk importing. Our job was to convince them to re-assess, using independent editorial endorsement to help win hearts and minds.
At the London International Wine Fair we set up one-to-one briefings for WRAP experts with key journalists. This was supported with a detailed press pack, photography and extracts from the report.
The story was a real hit, creating 53 pieces of editorial including a major feature in key title Packaging News. The coverage created over 400,000 opportunities to see, worth almost £100,000.