Trending PR Campaigns
The Future of Farming
Waitrose partnered with National Geographic CreativeWorks on a two-part YouTube series filmed at its Leckford Estate. The series turns the retailer’s regenerative farming work and support for 2,000 British farmers into an accessible story about the future of food, giving the brand a credible platform for its sustainability ambitions.
Why it worked: Borrowed authority by co-publishing with National Geographic and attached a hard 2030 commitment plus 2,000-farmer scale for proof.
The lesson: Consider partnering with a trusted storyteller and anchoring it to a concrete numeric pledge and cohort size for instant credibility.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| farmersguardian.com | Waitrose partners with National Geographic for regenerative farming series | Farm News | Farmers Guardian | Thursday 20th August, 2026 |
| grocerygazette.co.uk | Waitrose partners with National Geographic on regenerative farming series - Grocery Gazette - Latest Grocery Industry News | Friday 21st August, 2026 |
| thegrocer.co.uk | Waitrose unveils ‘supermarket first’ Championing Regenerative Farming logo | Tuesday 15th September, 2026 |