Project

The Pig Idea

Client

Feeding the 5000

Sector

Food

“Greenhouse has been a consistently brilliant supporter of our work, responding very quickly and thinking strategically, uncovering angles of our campaign that we weren’t aware of – and converting these into narratives that communicate the essence of what we’re doing in ways that grab attention and add depth.”

Tristram Stuart, Co-Founder of The Pig Idea

Challenge

The Pig Idea, developed by TV chef Thomasina Miers and food waste expert Tristram Stuart, aimed to change UK legislation and return to the traditional practice of feeding surplus food to pigs, rather than growing crops to feed them.

We launched a campaign to support The Pig Idea which culminated in the Pig Feast, an event held in London’s Trafalgar Square featuring ‘Hambassador’ chefs and a celebrity photo call in front of the National Gallery.

Approach

Talk about a quick turn-around; with less than one week’s notice, we developed and delivered a campaign that generated more than 80 media pieces across national, international, food trade and online media.

Central to success was developing a range of key environmental-benefit messages to ensure the campaign had the maximum impact as a tool for creating debate and discussion out of the media coverage. In Trafalgar Square, as well as Stepney City Farm, we brought together top chefs, including Bruno Loubet, Valentine Warner, Thomasina Myers, as well as campaigners and commentators Hugh Fearnley-Whittingstall, Radio 2 DJ Sara Cox, Food Critic Giles Coren, and London Mayor Boris Johnson.

We supported the launch with an intense social media campaign to galvanise supporters, invite people to attend the event and ensure the debate had influence and impact.

Result

We generated more than 80 pieces of coverage across a vast range of media outlets, including BBC Radio 4, Farming Today, BBC Countryfile, Newsround, Blue Peter, The Guardian, Evening Standard and Financial Times. Tristram was asked to appear and debate on BBC Newsnight and The Pig Idea’s social media profile grew by more than 1,200 Twitter followers in just three weeks, with nearly 1,700 mentions during the week of the campaign.

Across social media, The Pig Idea’s Twitter account experienced a huge increase in followers, from 2,500 to 4,000 in just three weeks, with @ThePigIdea mentioned more than 1,000 times and retweeted over 750 times from just 160 tweets sent.

the-pig-idea_0
the pig new
The Pig Idea Feast in Trafalgar Square

Start typing and press Enter to search