Waitrose Farm Biomethane Facility

We were breaking industry records with new sustainable farming techniques at the Leckford Estate, Waitrose’s farm in Hampshire and wanted to showcase our achievements.

In October 2023, we proudly launched a new Biomethane Facility and fuelling station at our Waitrose Farm. We became the first UK retailer to use renewable natural gas, sourced from Waitrose’s own cow manure, to power tractors on our very own farm - with the aim to help cut down up to 1,300 tonnes of carbon per year.

We built a cross channel campaign utilising creative digital assets, such as a dynamic video showing birds eye view of the farm, hosted media and influencers at an interactive event and engaged Government officials - Lord Benyon and former Defra Secretary of State, George Eustice.

Event guests were welcomed warmly by the cows on location and got to experience a personal tractor ride in one of the biomethane-fuelled machines. Using humour to cut through the jargon, we captured attention with phrases like “powered by poo” and “fuelled by the farm”.

We secured over 30 pieces of earned press coverage, across Nationals, Trade, Farming, Local titles, etc. reaching an estimated audience of 41.8 million and gaining approximately 91.8k views and captured content on social media, with both paid and organic posts from those who visited. Content on our own channels generated a 3.66% engagement rate and over 27,000 impressions, and across our Instagram pages reaching over 6000 views.