Job to be done
Launch the latest Impact Report from Tilda Rice, focusing on the brand’s transparency around its impact on people and planet. Underpin with the brand’s ambition to be one of the most responsible rice producers globally.
Strategic approach
A two-pronged approach, incorporating media relations with digital amplification.
We pitched the story to priority contacts in the environment teams at national newspapers, alongside specialist ethical and sustainability media titles to raise awareness, arrange interviews and keep Tilda front of mind for relevant topical opportunities. This was NOT a one size fits all press release approach. With the complexity of the sustainability story a factor, less was more. This included drafting an accompanying press release and reactive Q&A, as well as pitching spokespeople in as interviewees to key media.
We supplemented this with reactive newsjacking – a piece of research was released that assessed methane levels in food production and we successfully leveraged this to land interviews to amplify our research report and the work we are doing to identify ways in which we can reduce methane production when growing rice.
To amplify the launch digitally, the Impact Report assets (including highlights and a case study video) were published on LinkedIn organically across a four-week period.
Results
- Interviews were carried out with key titles including Bloomberg and Edie.net
- A four-page feature in Green Business Journal (print & online) and an opinion piece in The Grocer – a key trade title for Tilda
- The digital assets shared for the Impact Report were some of the best performing of the year, including a case study video with an engagement rate of 88%
- Tilda is now a go-to for comment on sustainability in rice, which most recently resulted in a spokesperson interview with Food Manufacture (Feb 2024)