Ellen MacArthur Foundation
Positive Change is Serious Business.
We helped drive new listings with major UK retailers.
The details.
Ellen MacArthur Foundation
Nature in Mind
The brief
Unveil ‘Nature in Mind’ – the first of its kind nature positive food and drink marque created as part of the Ellen MacArthur Foundation’s Big Food Redesign Challenge.
How we made positive changeTo achieve the foundation’s mission to make circular economy mainstream we needed to make Nature in Mind national news. To do this, we: Worked with 'mother' nature herself recruiting UK wildlife to act as ambassadors for our nature positive range. Invited key media to a ‘taster’ event with the opportunity to meet producers and retailers. Arranged exclusives interviews with key titles and influencers. Gifted the range to media and talent. Worked with influencers to tell deeper stories on the Challenge.
What we delivered- Communications strategy
- Content
- Idea generation
- Influencers
- Media relations
- Message development
- Positive change
- PR
- Social media
Impact in numbers.
180+
pieces of coverage including hero pieces with The Standard, Independent, Edie, The Grocer and Bloomberg
1
major UK supermarket inspired to join the movement
53,000+
views on Instagram from just one piece of social content
22
Waitrose stores featured ‘Nature in Mind’ POS branding
