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.
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.