Top of the Crops – Sourcing wheat from within a 50 mile radius of the Northants mills
Challenge
British cereal producer Weetabix, works exclusively with local farmers to source all of its wheat for Weetabix Original biscuits from within 50-miles of their mills in rural Northamptonshire. The challenge presented was therefore how to create interest for a long-standing commitment, and one that is reaffirmed and announced to the media yearly, in a new refreshing way so as to drive meaningful and stand-out national coverage to coincide with the 2020 harvest.
Solution
CLIENT Weetabix DISCIPLINES Corporate PR Sustainability storytelling Stand-out coverage in key national media targets Working with one of Weetabix’s farmers, we created a giant crop circle featuring a cryptic message in the British countryside. The creation, which was carefully produced by a team of four people over a period of 36 hours, featured a cereal bowl and spoon, along with the words ‘committed to 50 miles’. Images of the design were captured using a drone and then issued to the media alongside insights that the Covid-19 pandemic has made consumers more aware of where their food came from, the importance of reducing food miles to lessen our impact on the environment and supporting the economy by buying locally sourced produce.
Results
Editorial coverage of the crop circle has been published within thirty titles to date, with highlights including The Daily Telegraph, Evening Standard picture of the day, The Sun, The Mirror and Independent, as well as interviews conducted on key local radio stations BBC Three Counties and BBC Radio Northamptonshire.
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