As an agency, we were proud to have been awarded two Gold Awards at the Chartered Institute of Public Relations (CIPR) PRide Awards last Thursday evening (15 November).
The two Gold awards rewarded campaigns for The British Beekeepers Association (BBKA) and Canned Food UK.
Twelve PR took home the award for ‘Best Use of Media Relations’ for ‘Creating a Buzz for British Beekeepers’. The campaign received extensive national and regional coverage during National Honey Week for the findings of the BBKA’s annual honey survey, which consequently boosted sales of its charitable scheme, Adopt a Beehive.
The scheme was set up for the BBKA as a passion project by Twelve co-founder Nicky Smith, who is also a beekeeper and wanted to do something positive to help honey bees. All the profits from the scheme are ploughed into environmental and education projects to help save pollinators of all kinds, including honey bees.
Adopt a Beehive is promoted solely through traditional public relations, as it has a limited advertising budget. Receiving national coverage for the annual honey survey and Adopt a Beehive in publications such as The Times, The Telegraph and The Guardian, as well as BBC Radio Four’s Today Programme, was a real boost for the scheme and helped raise significant funds for the BBKA’s research.
Speaking about the winning campaign from Twelve PR, the judges said:
“The results were fantastic, achieved through a great and innovative range of tactics and will hopefully have far-reaching consequences for all of us. A worthy winner!”
The other award-winning campaign was for the Metal Packaging Manufacturers Association and was designed to highlight the benefits of metal packaging compared to the other packaging materials. This campaign was called ‘Can you tell? Canned Food vs. Fresh’ and won the ‘Best Use of Content’ category.
It included a video of consumers taste-testing two identical dishes, one made with canned ingredients and the other with non-canned. The video appeared alongside survey results in various national newspaper publications.
Commenting on the wins, agency director, Nicky Smith, said:
“We thrilled to win two Gold awards for such differing campaigns – showcasing the breadth of expertise and experience at Twelve and in Chipping Norton.”
