Biffa AD plantBackground
Our recycling and waste management PR team was asked to launch Biffa’s 120,000 tonne anaerobic digestion (AD) plant at their Poplars site in Cannock.

The aim of this project was to use the launch of the Poplars ‘super AD’ plant to showcase Biffa’s expertise, services and infrastructure to the waste management and food industries, as well as positioning Biffa as the waste to energy technology and services leader.

Programme
We chose to organise a single launch event to put minimal time pressures on Biffa’s chief executive and to reduce disruption at the site. The format allowed both customers and journalists to attend simultaneously gave the opportunity to network and discuss Biffa’s food waste strategy as well as the wider issue of food waste.

The format included a press conference and customer event, followed by site tours and networking and interview opportunities. Media materials were produced, including a video to promote the facility and the food waste collection service to customers, stakeholders. The video was also uploaded onto Biffa’s youtube channel.

In addition a dinner for a small number of key journalists and Biffa’s chief executive was held the night before the event to introduce him to key titles whilst giving the journalists the opportunity to get an overview of Biffa’s strategy in a relaxed setting.

Brilliant Results

The launch was extensively covered in regional print and broadcast media and a key piece of coverage was secured in the Mail on Sunday.
Biffa was positioned as leading the development of environmentally pioneering waste infrastructure and creating an AD facility of national importance.