Calling for food systems transformation over a climate-friendly pint
Food and AgricultureChallenge
Creating a campaign to support Toast Ale's mission to drive food systems transformation by collaborating with 24 breweries on the 'Companion Series'. Working with Toast and brewery partners to raise awareness about the role of food systems transformation in tackling climate crisis, and driving sales of the Companion Series box to raise funds for conservation and regeneration projects.
Solution
Launched the ‘COP26 Companions’ manifesto, outlining the collaboration and its contribution to conservation and regeneration projects, and laying down the gauntlet for world leaders to follow suit at COP26. Conducted media sell-in across national, regional, consumer, trade and broadcast media, and supported on accompanying digital campaign.
Result
Delivered 42 pieces of coverage across broadcast, national, consumer, regional and trade outlets, including coverage on Times Radio and several regional radio features. Local breweries were interviewed alongside Toast on a number of regional radio stations. The #COPCompanions hashtag had a reach of over 714,091 on Twitter.
Impact
Over 750 boxes sold at the time of writing, generating £20,228 towards conservation and regeneration projects with Rainforest Trust UK and Soil Heroes. Press coverage of the collaboration helped raise awareness around the role that food and beverage companies can play in tackling the climate crisis.
