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Levy: Changing Tastes

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 selected Diffusion to showcase how it is taking a hospitality industry lead to innovate when it comes to sustainability, it’s people and communities, through its Levy Cares programme.

Insight & Idea

With sustainability high on the media agenda as a result of Veganuary, in January 2020 Diffusion organised a media event to launch a dedicated vegan food kiosk developed by Levy for its client Chelsea Football Club, a first in the Premier League.  We invited key national, business and hospitality trade media to try the delicious vegan menu for themselves and to speak directly with Levy’s managing director on changing food tastes for sports fans.

Alongside concrete examples of innovation, Diffusion established Levy spokespeople as industry experts across a range of key topics including innovation and sustainability within the hospitality sector via in-depth, high-quality thought-leadership activity.

 

Impact & Action

The campaign has generated over 50 pieces of editorial media coverage across national, international, business and trade media 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. Additional podcast opportunities were secured with Edie and Hospitality Mavericks as well as a speaker slot at The Caterer’s Recovery Summit.

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.

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