Whitworth Bros Case Study: A Corporate PR Campaign Rooted in CSR
Rooted in the National Conversation
As one of a series of corporate PR campaigns supporting Whitworth Bros’ CSR strategy, this activity needed to:
- Build corporate reputation with customers, farmers and the wider food industry
- Bring the Rooted in Soil programme to life and attract more farmers to participate
- Demonstrate how its investment in farming and milling innovation supports a more resilient food supply chain
This complex B2B story needed a timely, human reason for the media to care. A hot, dry growing season was raising questions about yields, grain quality and food security, and Whitworth Bros needed to reassure customers while proving its technical expertise.
THE PURPOSE
Whiworth Bros is the UK’s largest flour miller. Its flour is part of millions of everyday meals, yet outside its immediate customer and supplier network, few people know the business behind it. This case study shows how Joe Public built the brand’s profile with customers, farmers and the wider food industry through Rooted in Soil, its sustainability programme.
The Insight
The best corporate stories are rarely found in a boardroom, so Joe Public went to the source.
During a visit to a Rooted in Soil farm, the team story mined with fourth generation farmer Tristan Ashby and uncovered the news: the farm was preparing for its earliest wheat harvest since 1976.
The weather gave the story its national hook. Tristan’s experience made it real. Rooted in Soil gave it meaning. Whitworth Bros’ milling expertise gave customers the reassurance they needed.
The Execution: A Broadcast PR Campaign Built on Live Access
- Broadcast PR campaign built around live farm access
- Message development and spokesperson preparation
- Fast turnaround logistics to support live and pre-recorded broadcast slots
- Coordination across multiple broadcasters on the same day
- The Challenge
The Challenge
This complex B2B story needed a timely, human reason for the media to care, while a hot, dry growing season was raising questions about yields, grain quality and food security.
- Translating a technical B2B story into national news
- Reassuring customers on yield, quality and food security during a challenging season
- Coordinating live broadcast access at short notice during harves
The Outcome
On 29 July, BBC Breakfast broadcast live from the farm all morning, interviewing spokespeople across multiple national segments. The story also ran on the BBC News Channel and BBC News at One that same day. BBC Look East filmed at the farm and mill for lunchtime and evening pieces, and BBC Radio 4’s Farming Today recorded a major farm segment. Demand was high enough that an ITV filming request had to be turned down, as the farm and spokespeople were already at capacity.
The campaign also delivered four further pieces of editorial and digital coverage, with Rooted in Soil messaging featured in seven pieces overall.
Most importantly, Whitworth Bros became an authoritative voice in a national conversation about farming, climate resilience and the future of British food, turning a complex B2B initiative into a story that built visibility, trust and competitive advantage.
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13
pieces of broadcast coverage
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28.5m
potential reach
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100%
positive sentiment, with a brand mention in every piece
“The best shopper PR doesn’t start with a campaign idea, it starts with a genuine understanding of why people buy what they buy. What drives them, what stops them, what makes a brand feel worth choosing when budgets are tight and shelves are full. That’s the work I find genuinely exciting. When you get that right, the commercial results follow — and they last.”Ruth Kieran, CEO & Co-Founder
Plan Your Corporate PR Campaign with Joe Public
Looking to build your organisation’s profile within a technical or B2B industry? Joe Public turns complex corporate stories into national media coverage, see this page for more B2B PR campaign examples.
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