Tag Archives: United Against Waste

Have some PRide

29 Sep

William Murray Communications took gold in the CIPR PRide Corporate and Business Communications category for its sustainability campaign for Unilever Food Solutions last night – and I was there to collect it.

After putting the hours in getting my entry down, I took it to my Associate Director for approval. But he told me if I didn’t make it stand out, I’d be KISSing that award entry away (Keep It Simple, Stupid). So, I went back to the drawing board to craft an entry that would leave other agencies quivering in their boots.

It paid off because at the CIPR’s regional event – Southern Home Counties – we were shortlisted against just one other agency.

We created a campaign for Unilever to encourage the industry to unite to tackle avoidable food waste. The campaign, United Against Waste, not only put this issue onto everyone’s agenda but also presented a solution to the problem. A free downloadable toolkit, developed with the Sustainable Restaurant Association was made available via its website. The top result was that the campaign catapulted Unilever from thought leader to a business that drives change. It also raised its brand awareness score by 11% in a matter of months.

It caught the judges’ attention too and we were only too happy to oblige.

Well done everyone!

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