PR case studies

Zero Carbon Forum – Launching the first-ever Hospitality roadmap to net-zero 

Our Client:

The Zero Carbon Forum is a membership-based, non-profit organisation which builds on 10 years of carbon reduction collaboration in the UK’s hospitality sector. It enables members to reach their decarbonisation targets faster, more efficiently and more cost effectively than acting alone. 

Members pledge to work collaboratively by sharing carbon reduction plans and initiatives. By combining expertise and resources, the forum helps to identify all possible actions to decarbonise operations across tens of thousands of outlets and their supply chains.  

The forum is endorsed by government and backed by trade associations UKHospitality and the British Beer and Pub Association. Members include leading UK and global hospitality organisations, including Adnams, Azzurri Group, Boparan Restaurants, Brewdog, Burger King UK, Côte, Fuller’s, Greene King, InterContinental Hotels Group, JD Wetherspoon, KFC, Marston’s PLC, Mitchells & Butlers PLC (MAB), Nando’s UK and IRE, Pizza Express, Pizza Hut Restaurants UK, Revolution Bars, Shepherd-Neame Ltd, St. Austell, Stonegate, The Restaurant Group (including Wagamama), WSH, and Young & Co. Brewery, PLC.

Launch Campaign:

As one united force, the Zero Carbon Forum is transforming the hospitality industry. It is driving decisive action to eliminate carbon from operations and the supply chain. Not by 2050. But by 2030 for Scope 1 and 2, and by 2040 for Scope 3.  

HeadOn PR was tasked with launching the first-ever Net Zero Roadmap for the hospitality industry to achieve this goal. The launch was devised as an informal style panel event, hosted by forum founder Mark Chapman, and co sustainability chair Kristen Filice at pioneering sustainable restaurant, The Magazine at the Serpentine Gallery in Hyde Park London.  

Several forum members sat on the panel including advisory board members Rob Pitcher, CEO of Revolution Bars Group and Mark McGinn, Edelman Executive Director, alongside Jens Hofma, CEO at Pizza Hut Restaurants, Tim Doubleday, CFO at BurgerKing and Andy Wood, CEO at Adnams. CEOs from the UK’s leading hospitality associations, Kate Nicholls at UK Hospitality and Emma McClarkin at the British Beer and Pub Association, also joined as guest panelists. 

Invitees to the hybrid event, which was live streamed, included forum partners and stakeholders,  influential industry figures and the media. An open, impactful and passionate panel discussion took place around key messages and topical issues of value to the select audience and newsworthy for the media. 

Zero Carbon Forum worked with its members for many months to put the roadmap together. Members worked collaboratively to quantify the carbon impact across the hospitality industry and shared all the initiatives they had taken to reduce emissions to help define the pathway to net zero. The resulting publicly accessible roadmap communicates the actions that hospitality companies can take on their journey to net zero.  

The roadmap, which outlines current trends, sector emissions hotspots, decarbonisation opportunities and practical steps for setting net zero goals, was developed in the context of the latest climate science, and through extensive consultation with forum members and sustainability experts.

 

Results:

National, broadcast and hospitality trade media were invited to the hybrid event. Due to Covid restrictions, there were limited places but journalists from edie and The Caterer attended in person with an interview secured with Sky News 

  • Media exposure reached an online audience of 1.3 million   
  • 11 pieces of coverage across national and trade media with 14 brand mentions to support SEO 
  • Backlinks in a third of the coverage pointing to the ZCF website/roadmap, helping boost page rankings and downloads  
  • Coverage highlights in edie, The Caterer, Caterer Licensee and Hotelier, Footprint, Boutique Hotelier  
  • Secured interview with Sky News  
  • An edie guest webinar slot secured post event, with ZCF appearing with British Gas and Pukka Herbs to discuss The Big Net-Zero Debate: Turning global ambitions into business actions.

If you have something exciting to share with your customers and would like to build your brand reputation and awareness, then call us now on 01242 335246 or hello@headonpr.co.uk 

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