When leading brand owners and retailers signed up to the Government-backed Courtauld Commitment packaging reduction agreement, WRAP (Waste & Resources Action Programme) asked us to help make sure it became national news.

The signatories included all the UK’s top 13 grocery retailers plus household names such as Britvic, Cadbury Schweppes, Coca-Cola Enterprises, Mars UK, Nestle, Heinz, Unilever, Northern Foods and Premier Foods. All pledged to stop packaging waste growth by 2008, and deliver packaging waste reductions by 2010.

The Programme
Working closely with WRAP’s in-house press team we set about creating a series of striking photographs that would capture the attention of national and trade press and would communicate the significance of the organisations signing-up. We commissioned a top London press photographer to create the picture in conjunction with one of the country’s leading supermarkets.

With such a high profile initiative a Government minister was on-hand to support the announcement and we worked closely with the Defra press office to make sure arrangements went to plan.

The photographs and supporting press releases were personally sold-in to all key news organisations on the day of the announcement. Our team was on hand to deal with the flood of press calls that resulted from the announcement and was able to arrange follow-up TV, radio and press interviews.

Brilliant Results

The power of our pictures led to coverage in nearly all of the national newspapers. Channel 5 and Sky News both covered the story as did numerous radio programmes, with a major interview on Radio 4’s Today programme. We even got a mention in Thought for the Day.