PRWeek: More than food and drink: how brands get real impact

WE in the News



More than food and drink: how brands get real impact

People have very strong views about what they eat and drink. They're engaged. And this means brands must put social purpose - particularly health and the environment - front and centre of strategies

Partner Content, PRWeek, March 27, 2019

Waitrose has seen an 800% rise in questions about plastic since the BBC’s 2017 documentary Blue Planet II.

The supermarket received over 30,000 questions and posts about plastic on Twitter in just six months and according to a spokesperson, it has seen a "real shift in behaviours with customers wanting to do the right thing when it comes to their shopping."

And this scenario isn’t unique to Waitrose.

People are increasingly interested in how what they eat and drink impacts their health, their environment and their personal values. With climate change and obesity top of the media agenda, if brands want long-term success, they must look at their products through both these lenses.