We wanted to rise to the challenge when we won Whitworth Bros’s ESG communications, corporate reputation, B2B PR brief.
Whitworth Bros is one of the UK’s largest and most influential flour milling businesses. The family-owned company has a milling heritage dating back 140 years and supplies flour to many of Britain’s best-known food brands, manufacturers and retailers.
Our brief has been to raise awareness of the company’s heritage and scale, strengthen its reputation across the grocery, wholesale and food manufacturing sectors, and tell the story of its investment in British farming, sustainability and product innovation.
A major focus has been Rooted in Soil, Whitworth Bros’ programme supporting farmers to improve soil health while building a more resilient British food supply chain.
Our broadcast-first campaign turned Britain’s earliest wheat harvest in 50 years into a national story about extreme weather, sustainable agriculture, climate resilience and the future of British food.
BBC Breakfast broadcast live from a Rooted in Soil farm, with further coverage appearing on the BBC News Channel, BBC News at One, BBC Look East and BBC Radio 4’s Farming Today. The campaign secured 13 pieces of broadcast coverage, reached a potential audience of 28.5 million and achieved 100% positive sentiment.
Charlie Walsh, Head of Marketing & Communications at Whitworth Bros, said: “It was important to partner with an agency that truly understands the intersection between corporate reputation, trade influence and the realities of the grocery sector.
“Joe Public brought a clear strategic vision for how we communicate our heritage, scale and sustainability commitments, alongside a genuine passion for British food manufacturing and the food sector, so the partnership felt like a natural fit.”
Through our ongoing corporate, ESG and trade communications programme, we’re helping Whitworth Bros become a more visible and authoritative voice on British farming, sustainability, food security and the future of the UK food supply chain.
Read more about Joe Public’s appointment by Whitworth Bros here.
Explore our Whitworth Bros Rooted in Soil broadcast PR case study here.
