Client – Sainsbury's

Seymour PR's brief from Sainsbury's is to create conversational stories to promote its 'Waste less, Save more' campaign.

As well as making great water-cooler chatter, the stories need to be educational, with a news hook big enough to grab the attention of the national news desks on an important issue. 

Seymour PR's first story on the brief revealed the do's and don'ts of fruit and veg storage. I.e. which fruit and veg should be kept away from each other in order to extend shelf line - and ultimately reduce food waste.

The Seymour PR team learned that gases produced by some fruit and veg during ripening can make their neighbours in the fruit bowl or veggie drawer go off quicker - so we told people about it!

at a glance

• Seven pieces of coverage achieved in national publications.

• Discussed on Chris Evans Radio 2 breakfast show, including significant brand mentions.

• Half a page in the Daily Mail.

• Total circulation of over 14,000,000.