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Brakes Group is a leading supplier to the foodservice industry in the UK, Ireland, France and Sweden. The company has a far-reaching and comprehensive CSR programme developed with the support of Pelican. The programme is a key differentiator for the company in a highly competitive market. Brakes briefed Pelican to promote its CSR achievements in order to create additional profile and market standout.


Hotels & catering

Friday, January 13, 2017

Agency: Pelican Communications

The Challenge

Whilst it's easy for a company to make claims about its CSR achievements, many people are cynical about and think CSR claims are 'just PR' We needed to find a way to demonstrate that Brakes was 'walking the walk as well as 'talking the talk'. 

The Solution

We identified that the wide range of CSR and environmental award schemes offered an untapped opportunity, not to just to fill the trophy cabinet, but to create extensive media coverage. What's more winning an award would provide a much valued independent ensdorsement of Brakes CSR programme.

Our team set about researching all possible award opportunities identifying the categories we should enter and gathering the evidence needed to create award-winning entries.

In total we identified 35 different schemes and entered almost 50 different award categories.

The Results

Our efforts led to Brakes being short-listed in over half of the awards we entered. And soon the silverware was pilling up, with major awards in schemes such as The Grocer Gold Awards, the Green Business Awards, the Chef’s Choice Awards, the Green Apple Awards, the LACA (Local Authority Caterers Association) awards and the Excellence in Food and Drinks Awards.

What’s more the coverage surrounding the awards was extensive, helping raise the profile of Brakes CSR achievements.