Trending PR Campaigns
Waitrose’s British Free-Range Christmas Turkey Commitment
Waitrose committed to selling only British free-range fresh Christmas turkeys this year, positioning the move as a new welfare benchmark for the industry. The announcement is paired with a rare Bourbon Red heritage turkey, giving the seasonal sourcing pledge a distinctive product hook.
Why it worked: It turned a routine Christmas range into a hard, binary sourcing pledge tied to a rare-breed exclusive and immediate pre-order window.
The lesson: Consider announcing a time-bound, all-or-nothing commitment backed by a scarce, named product and a clear buy-now action.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| poultry.network | Waitrose switches fresh Christmas turkey range to 100% British free range - Poultry Network | Wednesday 30th September, 2026 |
| thegrocer.co.uk | Waitrose commits to 100% British free-range fresh Christmas turkey | Thursday 1st October, 2026 |