Approved Food is the UK’s largest online-only retailer of short-dated food and drink. It has served over 300,000 customers with 950,000 orders and employs 40 people at its site at Dodworth Business Park, Barnsley, South Yorkshire.
As a company, it has campaigned for 10 years to reduce food waste and in December 2019, launched its ‘Don’t Get Wasted’ campaign to support a national effort to cut food waste around the Christmas period. Shockingly, around four million Christmas dinners are thrown away every year.
Faith PR was tasked with supporting the campaign with a dual-activity plan. Firstly, aimed at highlighting key messages and educating the media on tackling food waste, and secondly on generating brand awareness of how shopping at Approved Food can help you save money on your everyday essentials – that would otherwise go to waste.
Food waste is a huge problem in this country, with households binning more than seven million tonnes of food, worth a staggering £9.7m, each year. The PR strategy was designed to underline and drive this messaging and stress Approved Food’s commitment as an adopter of the cause.
The activity was positioned as a tailored media campaign to a select group of specialist and trade journalists who had either a history of reporting about Approved Food, or had an interest in food waste and recycling.
Faith PR created the tagline ‘Don’t Get Wasted at Christmas’, designed artwork to run alongside all print and social platforms and proposed a social media push, populated with the hashtag #dontgetwasted.
Key journalists were issued with a media mailer, which was made up of a press release – with Christmas food waste facts and tips – an Approved Food taster box highlighting how savings can be made on every day and luxury products, and an individually tailored information pack.
Approved Food’s Don’t Get Wasted campaign resulted in exposure in key target media titles, and the distribution of media mailers to target publications was extremely worthwhile. 24 pieces of coverage were achieved across tier one media with a total reach of 1,402,263 with strong brand awareness and key messaging.
PR highlights included:
- Approved Food was mentioned in a Good Housekeeping feature on saving money that also ran in sister titles Red, House Beautiful and Country Living, taking the reach to more than a million readers.
- Achieving coverage in a broad range of other titles including A1 Retail, Take A Break, The Yorkshire Times, Resource and Veggie.
- Securing further thought leadership editorial and expert commentary on what retailers can do to prevent food waste.