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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market United Kingdom
Agency Grey London
Director James Haworth - Untitled
Executive Creative Director Nils Leonard
Creative Director Jonathan Marlow, Jimmy Blom - Ug
Producer Sophie Hubble
Editor Mark Edinoff @ Peepshow
Released January 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Product/Service: CHARITY
Date of First Appearance: Jan 25 2011
Entry URL:
Executive Creative Director: Nils Leonard (Grey London)
Creative Director: Jonathan Marlow (Grey London)
Creative Director: Jimmy Blom (Grey London)
Account Director: Rhona Cairns (Grey London)
Planner: Simon White (Grey London)
Account Manager: Jen Kinrys (Grey London)
Account Manager: Melissa Thompson (Grey London)
Agency Producer: James Covill (Grey London)
Communications Director: Claire Ballard (Grey London)
Director: James Haworth
Production Company: Hungry Man
Executive Producer: Matt Buels
Producer: Sophie Hubble
Editor: Mark Edinoff (The Quarry)
Director of Photography: Theo Garland
Director of Photography: Theo Garland
Media placement: Viral Film - Http:/ - 25th January 2011
Media placement: Viral Film - Http:// - 25th January 2011
Media placement: Marketing Trade Publications - Brand Republic/Marketing Online/UTalkMarketing/Marketing Magazine/Campaign Onlin - 25th January 2011
Media placement: Farming & Other Publications - Farmers Weekly (Print & Online) - 25th January 2011
Media placement: Farming & Other Publications - NFU Countryside - 25th January 2011
Media placement: School Food Matters - Http:// - 25th January 2011
Media placement: Bill Baileys Facebook - Http:// - 25th January 2011
Media placement: Twitter - @BillBailey - 25th January 2011
Media placement: Bill Bailey Official Website - - 25th January 2011

Insights, Strategy & the Idea
FARMING AND COUNTRYSIDE EDUCATION (FACE) is a charity that relies on private funding to carry out its mission: educate British school children about food, farming and the countryside. FACE already had a number of partnerships with key brands including Waitrose and Bayer CropScience, but needed more to continue and amplify its great work in British schools. In order to increase sponsorships, donations and to attract new partners FACE needed to generate interest and awareness amongst marketing managers of major food brands. The challenge is media and marketing professionals are a cynical group who are constantly bombarded by companies trying to sell them something. Plus there was no media budget. We needed to engage our target audience in an entertaining and inspiring way, to ensure that they would not only want to get involved with FACE, but also pass the message on to their industry colleagues.

Creative Execution
Research with children showed how little many knew about where food came from, providing the facts we needed. However this is a regular story in the British press and was unlikely to cut through alone. We needed an idea engaging enough to watch, pass on and talk about. We recruited a famous British comedian, Bill Bailey, as our spokesperson, scripted and shot a film that he starred in, creating a light-hearted tone for a serious message: almost one third of British children don’t know what bacon is made of.

We created a targeted campaign to reach the most relevant audience: we sent 115 copies of the film, accompanied by a basket of farm-fresh vegetables, to both our dream brands and their agencies - we knew gaining agencies’ endorsement would help demonstrate the worth to the brand. We also targeted online farming, food and mummy bloggers to seed the film virally.

Results and Effectiveness
Bill Bailey tweeted the film to his 228K followers and posted it on his Facebook and website. The campaign featured across marketing and farming trade press, it was shared on blogs, re-tweeted and the Youtube video received over 11,500 views (52 likes, zero dislikes), despite no other advertising except our DM campaign. Sainsbury’s, Jordan’s & Ryvita, Cereal Partners and Marks & Spencer have all expressed their interest in partnering with FACE. Overall FACE now receives far greater recognition: there was a four-fold increase in traffic to its website immediately after launch, and consistently receives two and half times more visitors.