How media relations plays a vital role in Mackie’s ambition to be the UK’s greenest company
BY PROMOTING Mackie’s of Scotland’s green activities, our Scottish PR agency has created ample media opportunities to raise the brand’s business profile and share its future strategy that consumers will want to buy into.
Family-owned Mackie’s has been a leading advocate for renewables for several decades, boasting one of Scotland’s largest solar farms, a range of biomass heaters and four large wind turbines at its farm.
At the same time, sustainability and environmental practice has been sat at the top of the media agenda and is fast becoming an increasingly important issue for many consumers.
Sharing Mackie’s green operations ensures that the business is keeping in tune with wider society and showcases the brand’s awareness of its environmental impact – not just its profits.
The team at Holyrood PR has been pivotal in shaping Mackie’s desire to be ‘the greenest company in Britain’ in the media. This has been achieved by raising awareness on how the business uses renewable energy, producing everything that it can onsite and positioning Mackie’s as a thought leader in the food and drink sector.
PR activity has included (but has not been limited to): farm milestones, new installations and collaborations, with each story securing prime coverage in national, regional and local mainstream media and important trade titles, such as The Grocer.
Farm milestones
The team has been central to creating a strong narrative for Mackie’s solar and wind journey. The focus has been on sharing Mackie’s efforts to make the food and drink sector more sustainable – as it gets all of its energy from onsite resources.
An example of how the team has shared farm milestones is a media release revealing Mackie’s wind turbines surpassing 100 million gigawatt hours of renewable energy.
The milestone also caught the eye of Liam Kerr, Tory MSP and Shadow Cabinet Secretary for Net Zero and Energy and Transport, who raised a motion in the Scottish Parliament website, congratulating Mackie’s on its achievement.
Food and drink PR story influences key decision-makers in Parliament
Another example includes Mackie’s announcing its green ambitions which were revealed as part of an on-package QR promotion to encourage buyers to learn more about its environmental promises.
Installations
Mackie’s continually invests in new technology and machinery to future proof its green ambitions and the team at Holyrood PR work to share these far and wide.
Most recently it announced the installation of a £4.5 million low carbon refrigeration system – through a programme with the Scottish Government. It is expected that the installation will reduce Mackie’s energy use and carbon emissions by up to 80% while being able to freeze over 7000 litres per hour. This should make Mackie’s 100% self-sufficient in renewable energy, which is a milestone that had to be shared with the media. The story garnered ample media hits.
First parts arrive as £4.5million green freezer steps closer to reality
Collaborations
Another element of the team’s drive to create a strong green presence for Mackie’s in the media has been through announcing partnership work.
Recently Mackie’s installed T-FIT® high-performance insulation. Sometimes these technical stories can be brushed off due to being a bit more complex and deemed ‘boring,’ but the reality is that the installation will go on to save Mackie’s energy and has a longer service life than others – which compliments Mackie’s philosophy of investing in sustainable solutions wherever possible.
T-FIT insulation takes Mackie’s closer to ‘Britain’s greenest business’ goal
Another key collaboration – and possible one of the biggest for the business to date – is with Nissan to celebrate ‘Clean Air Day’. Most ice cream vans have diesel engines which are kept running to operate the refrigeration equipment – producing harmful emissions.
The campaign saw Nissan present a potential solution for vendors and Mackie’s was a key partner. The story achieved far-reaching media coverage delivered by Holyrood PR on the brand’s impressive green activity.
From Sky to Scoop: Nissan unveils zero-emission ice cream van concept for Clean Air Day
Mackie’s of Scotland is leading the way within the food and drink sector for renewable energy and environmental practices. We’re delighted to be playing a small but important part in sharing these milestones with the public and contributing to meaningful success.
The team has focused on supporting Mackie’s with campaigns and messages that are based on data and transparency to position the business as an authoritative and leading voice in the sector.
As one of our most valued clients, making sure the world learns of Mackie’s green success is paramount.
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