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Levy: Launching Chelsea’s vegan kiosk

Levy, the world’s largest sports hospitality company, has adopted a game-changing approach to sustainability in the hospitality industry. Diffusion was appointed to raise awareness of Levy’s mantra using creativity and thought leadership to grow exposure and engagement across owned, earned and social channels.

Insight & Idea

The global food system accounts for 30% of greenhouse gas emissions and food waste is the third largest cause of global warming.

Levy UK is the world’s largest sports hospitality company and as catering partner for Wimbledon Tennis, O2 Arena, SSE Wembley, ExCeL London, Chelsea FC, Twickenham Stadium, Tottenham Hotspur and many others, have spearheaded numerous commitments on ways that the food industry could do more for the planet and its people. It is committed to driving a change within the food service industry by treating people fairly, growing sales sustainably and caring for each other and the planet.

Diffusion set about shining a light on the truly inspirational work that the business is doing to innovate the hospitality sector across sustainability, its people and the environment through its Levy Cares programme, as well as showcasing the innovation taking place at venues.

Impact & Action

With sustainability high on the media agenda as a result of Veganuary, in January 2020 Diffusion and Levy organised a media event at Stamford Bridge (home of Chelsea Football Club) around the launch of the Premier League’s first ever vegan food kiosk. This offered journalists the opportunity to try the delicious plant-based food, speak to Levy managing director and enjoy the Chelsea Vs Arsenal game. Alongside the event, Diffusion pitched the launch to national and catering trade media who couldn’t attend, offering briefings and photography of food and the kiosk.

Alongside such initiatives, Diffusion established Levy spokespeople as industry experts across a range of key topics including innovation and sustainability as well as championing inclusivity and diversity within the hospitality sector via in-depth, high-quality thought-leadership articles.

The campaign has generated over 50 pieces of editorial media coverage across national, international, business and trade media, generating a reach of 1.7 million people with opportunities including the BBC, The I, The Metro as well as video coverage with The Food People, interviewing Levy UK’s MD on his goals for the industry.

During the campaign, Levy’s share of voice grew over and above its competitors and the thought leadership content developed as part of the campaign was further amplified across social channels prompting a growth in followers and engagement.