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The Future of Farming

PR Campaign
Thursday 20th August, 2026

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.

Waitrose
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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