Case Study: Friends of Glass –
We were asked to identify and secure a popular UK TV personality who would be the face of the Friends of Glass ‘Nothing’ campaign, which highlighted the health benefits of glass packaging.
What We Did
Our research led us to Julia Bradbury, a well-known presenter of BBC’s Countryfile and Watchdog programmes. Julia had the right health-conscious profile, was known for championing consumer rights and was a fan of glass, so a deal was struck. We worked with her to create a series of eye-catching images that would be used in the Nothing campaign, both online and for the trade and national media. She provided quotes for the launch release and took part in a day’s broadcast interviews on launch day of the campaign.
Julia was interviewed by 39 BBC and independent radio stations across the UK, reaching over 2.5 million listeners. Her own tweets about the campaign reached her 8K+ followers, and editorial coverage included leading packaging and recycling trade titles and national exposure in the Sunday Express Magazine.