12th May | Nicole Kennedy back

Working with Alpro to save our coffee shops

We’re
excited to announce the launch of our client Alpro’s ‘In It Together’ Fund,
which has been set up to provide immediate financial aid to independent coffee
shops who may be struggling amidst the UK’s current lockdown.

Leading
the charge with £200,000 donation, Alpro has already been overwhelmed by the
response – with more than 700 applications received within hours of the fund
going live.

This
means that there are still hundreds of businesses out there in need of help,
which is why Alpro is now calling on businesses throughout the industry to donate
whatever they can to ensure the fund can reach as many local coffee shops as
possible. 

In
order to do our bit, we’ve been helping Alpro bring the concept to life –
including the creation of an ‘In It Together’ brand identity to give the fund a
clear visual personality to stand out across all channels.

We’re
also doing all we can to raise awareness and galvanise brands and suppliers to
get involved – including nabbing a slot in The Grocer’s weekly newsletter
calling on brands to donate, and running a targeted LinkedIn advertising
campaign.

Visit
the ‘In It Together’ website for more information on the fund, including how to
donate today: https://www.in-together.org/.

14th October | Matt de Leon
Climate Change, Sustainability and Our Role In It

I’ve always worked in consumer PR and have been lucky enough to work with some of the world’s best brands, from Coca-Cola, Reebok and Samsung, to Shell, Ford and Estrella Damm. And I’ve worked with those brands in environments that many could only dream of, including the Olympic Games, UEFA… Read more

24th September | Richmond & Towers
Confused by media? For the uninitiated it’s about…

Ok, so pre-Covid it was clear that digital was king, print was on the way out, and Joe Wicks was among the UK’s most influential sources for advice on health. Read more

24th September | Anouska Leon
Celebrating Talent and Nurturing Careers – Richmond &…

Running a London PR & digital agency is a competitive business, and the one thing that keeps Richmond & Towers ahead of the rest, and makes us what we are, is our people. So, we’re thrilled to announce promotions to: Read more

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30th January | Nicole Kennedy back

Richmond & Towers boosts plant-based portfolio with Good Catch win

Food and drink PR
specialist Richmond & Towers has been appointed by Gathered Foods to launch
the Good Catch brand into Tesco stores across the UK, and put the company’s
plant-based seafood range on the map.

The announcement
follows hot off the heels of a hugely successful year for R&T, which saw
The Grocer magazine label the entirely edible
takeaway
the team created for plant-based market leader and long-standing client Alpro
as “the top food and drink PR stunt of 2019”.

Other client wins for R&T in 2019 included G’s Fresh, Pukka and beauty brand Cetaphil.

R&T’s answer to
Gathered Foods’ brief for Good Catch includes a high-impact PR launch
activation to hit the headlines, as well as a year-round programme of media
relations, content creation, influencer outreach and experiential. All activity
will fall under the banner ‘SeaFood Differently’, designed to encourage UK
consumers to wake up to the health and environmental benefits of plant-based
seafood.

R&T’s CEO Nikki Thomson
explains: “We’re delighted to be given the opportunity to help Good Catch
capitalise on the soaring popularity of plant-based eating in the UK right now.
This is a sector that we know inside out, with more than 20 years of experience
under our belt helping Alpro to achieve its current market leadership status.
We’ve crafted a bold, disruptive and creative campaign to really make an impact
for Good Catch at launch, and drive rate of sale, and we can’t wait to get
started.”

Gathered Foods’ Sr.
Vice President of Marketing & Communications, Scott Simons says: “When we
saw R&T’s response to our brief the decision of which agency to appoint was
easy. Their approach demonstrated creativity, strategic thinking and a clear
understanding of the fast-growing plant-based category, and they have the
experience and expertise we need to ensure a successful UK launch for Good
Catch.”

The account will be
handled by R&T’s food and drink division.

14th October | Matt de Leon
Climate Change, Sustainability and Our Role In It

I’ve always worked in consumer PR and have been lucky enough to work with some of the world’s best brands, from Coca-Cola, Reebok and Samsung, to Shell, Ford and Estrella Damm. And I’ve worked with those brands in environments that many could only dream of, including the Olympic Games, UEFA… Read more

24th September | Richmond & Towers
Confused by media? For the uninitiated it’s about…

Ok, so pre-Covid it was clear that digital was king, print was on the way out, and Joe Wicks was among the UK’s most influential sources for advice on health. Read more

24th September | Anouska Leon
Celebrating Talent and Nurturing Careers – Richmond &…

Running a London PR & digital agency is a competitive business, and the one thing that keeps Richmond & Towers ahead of the rest, and makes us what we are, is our people. So, we’re thrilled to announce promotions to: Read more

Load more
See our latest work
Visit our portfolio
Read our latest news
Visit all latest news
17th May | Nicole Kennedy back

How we worked with Alpro to drive the plant-based boom

At first glance you might think that plant-based eating is one of those ‘trends’ that’s been catapulted into the mainstream overnight. But you’d be wrong. And nobody knows that better than our client, Alpro – the plant-based market leader – and us here at Richmond & Towers.

That’s
because ‘plant power’ has been part of Alpro’s vocabulary for 40 years, and part
of ours for more than 20, as we have helped to put Alpro on the map in the UK
and Ireland.

From creating ‘The Year of Wellbeing’ in 2008 – which saw 365 days of ‘healthy decisions’ to move Alpro from a ‘free from’ brand for the dairy intolerant to a more universally appealing concept of ‘wellbeing’ – to publishing the first-ever Plant-Based Factfile with The Grocer and launching the brand’s UK social media channels in 2010.

From inspiring people to dine ‘al desko’ at breakfast with our high-impact DeskFest campaign in 2012, to sunrise raving with the Cereal Killers and DJ Yoda in 2015.

From getting a lukewarm response when pitching “that soya brand” to national media, to landing coverage week after week in the likes of The Sun, Daily Mail and the Metro. And we take great pride in having helped to take Alpro from also being perceived as “that soya brand” among trade media, to being crowned The Grocer’s Brand of the Year in 2016.

We also have Alpro to thank for having the
vision and courage to launch the first Plant Power Day on 7th March 2018, working
closely with our superbly creative team.

And
now, here we are in 2019, celebrating the success of Plant Power Day #2 – where
we launched the world’s first fully-edible plant-based
takeaway and unveiled new research showing how 62% of people are
planning to add more plant-based foods to their diet in the year to come – all
while Alpro is celebrating its sixth consecutive year of double-digit growth.
And we’ve been there every step of the way.

But
that’s what happens when you find the right PR partner – one that invests as
heavily in your business as you do, and shares your passion. One that can grow
with you for the long-term. And challenge you to take some risks along the way.

14th October | Matt de Leon
Climate Change, Sustainability and Our Role In It

I’ve always worked in consumer PR and have been lucky enough to work with some of the world’s best brands, from Coca-Cola, Reebok and Samsung, to Shell, Ford and Estrella Damm. And I’ve worked with those brands in environments that many could only dream of, including the Olympic Games, UEFA… Read more

24th September | Richmond & Towers
Confused by media? For the uninitiated it’s about…

Ok, so pre-Covid it was clear that digital was king, print was on the way out, and Joe Wicks was among the UK’s most influential sources for advice on health. Read more

24th September | Anouska Leon
Celebrating Talent and Nurturing Careers – Richmond &…

Running a London PR & digital agency is a competitive business, and the one thing that keeps Richmond & Towers ahead of the rest, and makes us what we are, is our people. So, we’re thrilled to announce promotions to: Read more

Load more
See our latest work
Visit our portfolio
Read our latest news
Visit all latest news