Pilgrim’s Europe: Road to net zero

Pilgrim’s Europe is one of the world’s largest food and farming businesses and the leading producer of higher welfare pork globally. The company operates 11 sites across the UK, employs more than 4,500 people and supports over 1,000 British farmers.​ 

​To showcase the business’ industry-leading credentials we launched Pilgrim’s UK 2030 – the business’ sustainability strategy for its own operations and in its farming supply chain, which encompasses emissions reductions, animal welfare and human rights and social impact.​ 

​We created a year-long campaign to increase awareness of the positive impact of farming and raise awareness of the business’ commitment and progress among customers, stakeholders, farmers and the general public. Beginning with the launch of the strategy through trade and regional media, underpinned by interviews with key spokespeople, we then implemented a stream of sustainability investment stories showcasing the impact of investments at sites throughout the country. ​ 

​At the same time, we transformed the business’ approach to social media, creating high-quality, easily digestible content to outline the approach to animal welfare, innovation in regenerative agricultural practices and even how the business was supporting local communities. We implemented a tailored approach to Instagram, LinkedIn and Facebook, using video, longer-form thought leadership and animation, amplified through paid social targeting to ensure our messages were reaching the most critical audiences. ​ 

​The campaign culminated with the launch of the business’ first-ever sustainability report, written and designed by the Citypress studio, which showcased a 60% reduction in emissions and generated widespread coverage and a lengthy interview with the business’ Head of Sustainability on BBC Radio 4’s Farming Today.