Making an impact with sustainability communications

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There’s something very satisfying when two worlds collide to create a lasting effect, and even more so when you know you can have fun along the way.

So, it was a pleasure to bump into an old friend recently and discuss the opportunities for working together to deliver a wider range of agency support to clients.

Rosie Davenport is the Founder of  Impact Focus, a specialist sustainability and communications agency that helps businesses develop and communicate sustainability strategies that are credible, impactful, and results-driven. By providing expert guidance to help achieve key milestones, the targeted touchpoints help to support strategy at every stage and make sustainability any company’s greatest asset.

And with growing importance in this field, I’m thrilled to partner with Rosie as Impact Focus expands to become a collective of six dynamic women with skills across the drinks and hospitality sectors. Together, we will be bringing together expertise in sustainability and communications, turning sustainability from a challenge into a strategic business advantage.

As Rosie explains “The most successful businesses don’t just respond to change, they lead it. Sustainability is about more than telling a good story; it’s about embracing innovative strategies to drive action and measurable impact.”

I’ll continue to work with my own roster of existing and new clients, as I have done for the last nine years, providing bespoke communication solutions based on individual need but am also excited to be working with Impact Focus, alongside Fleur Record-Smith, Chipo Mbawu, Kate Sweet, Lucy Savage-Mountain and Rosie, to deliver long-term impact on sustainability initiatives.

Whatever business sector you represent, and whatever communication opportunities you want to discuss, please get in touch to arrange an exploratory chat.

 

Biggest isn’t always best!

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Full disclosure: I’ve never been to the Munich Oktoberfest.

I’ve always wanted to but I’m not sure I could cope with the attack on my senses at such a huge festival.

Thankfully there are other options and a couple of weeks ago I headed off to the small town of Erding in Bavaria. A little under 30m from the centre of Munich, this is the home of ERDINGER Weissbräu – Germany’s largest family-owned wheat beer brewery. Every year they host an Autumn Festival (Herbstfest), a traditional celebration which is described as “hearty fun, the best atmosphere and pure Bavarian joie de vivre.”

And they’re not wrong.

It had everything that I was looking for – the traditional fun fair and side show amusements, huge marquees with hundreds of people enjoying themselves, local musicians who led everyone singing along with some absolute bangers, a heap of amazing traditional food and, of course, a fantastic choice of wonderful beers. I tried a special ERDINGER festival wheat beer, ERDINGER Dunkel and Leicht and a selection of ERDINGER Alkoholfrei choices. I also discovered Russ – a wheat beer equivalent of the Radler lager/lemonade mix – which was delicious and refreshing, and very welcome in the heat of the marquee.

One thing shone through that made me feel comfortable and at home, though. The people, and their passion for what they were doing. I’ve worked with various members of the ERDINGER team over the last few years and I already knew how hard they work and how much they love what they are doing. But Herbstfest really brought it home. They love the beer, the brand, the culture, the teamwork, their customers – and the festival was the physical manifestation of bringing everything, and everyone, together. The regular ERDINGER team was obviously expanded to include the hundreds of extra staff required to make Herbstfest a success and every one of them seemed to be enjoying every second of what they were doing.

You might say that it’s easy to be passionate about working in an environment where people want to enjoy themselves and working in beer or the wider drinks industry does have (ahem) certain benefits. But, whatever you do, approaching your working day with a positive attitude, striving to do the best you can and providing exemplary service or support isn’t a bad attitude to have. And it’s surprising how much you can get out of any situation, and how well others will respond to you if that’s your approach. The teamwork at ERDINGER’s Herbstfest was outstanding and I loved every second of my visit. I think that the main Oktoberfest down the road in Munich probably has to be seen to be believed and it does look epic from the publicity. But Herbstfest was much more my style and proved that you don’t have to choose the biggest version of an experience to enjoy yourself. I didn’t feel lost, overwhelmed, intimidated or swamped. Instead, I enjoyed the moment in a safe and sensational atmosphere and celebrated the pride and passion it was obvious everyone around me had for the Bavarian beer and lifestyle.

So, this Autumn, have fun Oktoberfest but I won’t be joining you. Thank you ERDINGER Herbstfest – I’ll be back.

Good hospitality is a personal choice

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A chance conversation with a friend got me thinking recently about how people have such different perspectives about what’s good and what’s not so good. In particular how we choose hospitality venues and the food and drink we consume in them.

If you are a slave to social media, you are likely to get a distorted view of the best places to go to and could be influenced into buying a particular dish or drink. There is, after all, a whole industry based on “influencing”. You might have a friend or family member whose opinions you value and whose taste you know is likely to mirror your own, but can you rely on the opinions and advice of strangers?

I read a lot of beer and wine reviews and, if they are to be believed, there are only a handful of options that are readily accessible, drinkable, and cool to be seen with. It’s the same for pubs and restaurants and there’s a real pressure on being seen in the ‘right’ places. But does it matter what other people think about our choices and should we be ashamed if we’re not drinking the go-to vintages, the latest hop-forward, hazy collaboration beers or are missing out on the trendy establishment with a 6month waiting list to experience their tasting menu?

No – we absolutely shouldn’t! We are all different and have different tastes, likes and dislikes. Sometimes we might be in the mood for going to a fancy restaurant for a top-notch dinner, on other occasions it might be catching up with friends over a drink in the local pub and at other times we might just want to have a TV dinner at home in our pyjamas. There is also a budget consideration which may influence our choices and what you eat or drink shouldn’t define you. Experts may share their knowledge about the latest hop characteristic in their favourite beer or how the terroir of a particular grape variety has an impact on the taste of the wine – all of which is valid, interesting and can help some people to distinguish between different options. But to most people it may not impact on their decision making – and that doesn’t make anybody better than anyone else, it just makes us different.

So take on board recommendations and be open to trying new places and new tastes within your domain but don’t be a slave to thinking that anything you eat or drink is right or wrong just because someone might infer that on Insta. There’s no judging to be done here – you either like something or you don’t and it really doesn’t matter if it’s a fashionable choice or not. On trade outlets are still facing a multitude of cost pressures and, although closures are slowing down, four hospitality venues a day were reportedly closing in the first quarter of the year so it’s vital that we still support them when we can. Yes, they must be safe, inclusive, hygienic and welcoming but beyond these basic criteria there are so many different styles and options available that you’re always going to find somewhere that is right for your taste, mood and bank balance.

And as for the food and drink; if it suits your palate then fantastic, savour and enjoy it. Try a range of options if you can, and work out what types of food or styles of drink you enjoy most and see if there are others that have similar characteristics to expand your repertoire as there are so many to explore. I’ll have my favourites and you’ll have yours – none of them are right or wrong; they’re just the right selections for each of us.

Photo by Edward Franklin on Unsplash

Free from everything but taste

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Many years ago I went on holiday to a remote alpine resort and one member of our group (yes, just one) was vegetarian. The hotel didn’t really know how to accommodate his dietary request and were panicked into serving egg and chips on the first night. On the second night, their research into vegetarian cuisine hadn’t advanced and he was presented with a plate of chips and a lump of cheese. But that turned out to be the height of his experience for, on day three, he was back to egg and chips and thereafter our evenings were spent trying to find a restaurant locally that knew what they were doing.

Thank goodness things have changed and there are so many more options for the ever-growing numbers of people who look for alternative options that match their diet, some of whose lives are dependent on eating the right food. Their choices may be driven by health factors or religious beliefs but may also be because of concerns about animal welfare or their conviction to protect the environment through management of natural resources. Whatever the reason and whatever the diet, the days of ‘free from’ have moved on from presenting chips and cheese as a premium menu item.

Thankfully, producers and suppliers now understand the importance of catering for different customers and are prepared to adapt for a consumer market with specific dietary needs. By raising the bar they ensure that this audience has more choice than ever, whether visiting a pub or restaurant, or catering in their own home. Encouraging them to continue investment in further product development and variety is essential for the future of the category and giving recognition for their innovation through the Free From Food Awards is a critical piece of the jigsaw.

The Free From Food Awards were launched in 2008 and remain the UK’s only awards dedicated to free from food and drink. The number of categories in the programme continues to grow and reflects the advances in product development we’ve seen in the intervening years. There are special categories to accommodate Christmas or Easter products to cover every occasion and the awards champion brands across categories as diverse as breakfast goods, grab and go, savoury snacking, speciality, gifting, prepared meals, cheese alternatives and gluten-free alcohol. To be eligible, products must be free from at least one of the top 14 UK-listed major allergens¹ and winning, or even being shortlisted, can generate increased brand awareness and customer loyalty, with an invested social media audience of over 20,000.

You can tell I’m a convert to the aims of the Free From Food Awards and was excited to be invited to be a judge for the 2024 programme. I’m grateful that I don’t have to think too hard about what I can and can’t eat or drink but hope that I can play a small part in supporting those who do by working with this pioneering awards scheme and some of the best free from brands.

For details on how to enter the Free From Food Awards, please see www.freefromfoodawards.co.uk and check back for details of the brands that have clinched an award later in the year.

1. Full details available at www.freefromfoodawards.co.uk/fffoodawards-entry-guide

Kate Hempsall

Five years and counting

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Five years ago I took my first tentative steps into the world of freelancing. Even as I did, I wasn’t sure what to expect and that was probably the right way to approach it, as I’ve rarely had two days the same. As I mark my fifth anniversary, though, it’s time for a few reflections.

The most important aspect of this stage of my career has been the people. It’s so often the case but when you’re working on your own, away from the comfort and security of a corporate environment, the contacts you do have are especially important. I’ve been really fortunate to count some absolute gems amongst my associates – everyone from clients, journalists, writers, suppliers, fellow comms professionals, and others who I’ve met on my travels. Developing lasting working relationships and friendships has been absolutely key to celebrating the good times and getting through a few rough times.

Hospitality is a sociable environment by its very nature and the pandemic has highlighted the importance of having a good circle of people around you. The absence of networking events and just catching up over a meal or a drink has been tough and reminds me how important interaction with others is. Mental note to self – put this right in the New Year.

I surprised myself at how confident I felt branching out on my own, despite feeling very exposed. But I quickly came to learn that the security I’d always relied on was probably the very thing that was holding back my confidence. Suddenly my voice was the only one to be heard and it offered wisdom, experience, creativity, and positivity.

An initial long-term contract helped get me set up and since then I haven’t looked back. I’ve worked with some incredible clients – the majority of whom have approached me following a personal recommendation – and love having the variety, flexibility, and stimulation that collaboration with different businesses brings. I have had to adopt different working models and practices to fit in with their needs but for each one, I focus on getting under the skin of their business to deliver excellent results. Whether it’s an ongoing relationship of more than three years (and still going strong) or a one-off project that lasts a couple of weeks I am confident of always adding value as well as learning from other people.

It may sound a cliché but if anyone asks if I’d ever change anything about going freelance, my answer really would be that I wish I’d done it sooner. Thanks to everyone who’s played a part in my independent career so far – hospitality is a great sector to be involved in and I’m raising a toast to the next five years.

Taking inspiration

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Every now and again you meet someone who influences your career and who continues to inspire you.

I’m lucky to have known a few of these inspirational people and none more so than Jane Peyton. It was Jane’s reassurance and encouragement that helped me make the decision to go freelance and I’ve worked on a few projects with her since.

As the founder of the School of Booze, she’s always looking for new ways of doing things, of sharing her love for, and knowledge of drinks with other people. From taking corporate tours of London pubs to hosting the world’s largest beer tasting, founding and championing the annual Beer Day Britain celebrations, I thought she’d done it all. But in the last few months, she’s pulled another couple of proverbial rabbits out of the hat.

Through the School of Booze, Jane has launched a series of online training courses for anyone who wants to learn about beer, wine or cider. She’s designed three levels of expertise catering for everyone – whether they want to challenge themselves, impress friends with their knowledge or learn more to improve their career prospects. The courses are a mix of written and audio tutorials that people can compete at their own pace at a time and place that suits them best. At a time when we’ve all had to change how we normally do things, Jane’s vision and understanding of the need to move training out of the classroom and onto mobile devices are typical of the positive approach that led to her being named Drinks Educator of the Year in 2016.

In the midst of developing the courses, Jane also found time to write two drinks books, published by the British Library. The first was the Philosophy of Gin and the second The Philosophy of Beer. Both chart the history and advancement of the drink styles and are a great introduction for anyone with a thirst for knowledge – quite literally.

I’m not sure how she keeps the innovation going and maintains such a high level of expertise, but she does so with great and infectious enthusiasm.

I’ll continue to learn as much as I can from her and hope you have the good fortune to meet and learn from your own Jane Peyton.

ERDINGER and Klopp

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At the beginning of March, ERDINGER Weissbräu announced that its new ambassador was Jürgen Klopp. We prepared to launch a campaign that featured TV advertising, a fan site and a limited edition red can just in case he clinched a first Premier League title as Manager – his Liverpool side was 22 points clear at the time after all.

Then everything went on hold as we focused on things far more important than beer or football.

It felt as if the moment had been lost and that the campaign, like the football season, might be mothballed forever. Both did kick off again, though, in June and ERDINGER showed just how much can be achieved with great planning and teamwork. Much the same as Jürgen’s approach to management, really.

He sealed his place as a legend and, despite his fan base growing all the time, he’s keeping his feet firmly on the ground. And ERDINGER continues to build its own loyal following, with Jürgen front and centre.

The TV ad launched, the red can be followed by a limited-edition glass featuring his image and an interactive fan page continues to get people talking about ERDINGER and its ambassador. It hasn’t quite happened as it was originally planned, but a four-month hiatus didn’t dent the enthusiasm and professionalism of the team behind the campaign. I’m proud to have played just a small role in that and am already looking forward to the next chapters in the story.

If you’re intrigued, visit the FANtastic page on the ERDINGER website, wait for the last line of the TV ad to see just why he is so popular and catch a glimpse of all the fantastic work that ERDINGER has pulled together. Bravo Jürgen and bravo ERDINGER.

They’ll be back

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At the beginning of March, I was thrilled to be invited to The Publican Awards, organised by trade magazine The Morning Advertiser, celebrating the very best of Britain’s pubs and clubs. Held in the magnificent Evolution in Battersea Park, the awards combined great food and drink, theatrical presentation, fantastic entertainment from Rob Beckett and wonderful company alongside friends and colleagues in the hospitality industry.

But what made it so special was the operators who run the finest venues in the country – not just the award winners, but the finalists as well. It’s a sector that’s often taken for granted, part of the fabric of our society and there whenever we want to nip out to meet friends for a quick drink and a catch up, a pub lunch for family celebrations or a big night out with our pals. And yet right now, when everything is closed except for takeaway or delivery, people are suddenly realising just what they are missing. A warm welcome, great atmosphere, top class food and drink, an escape into the world of clubbing, maybe, but most of all, somewhere that you feel comfortable and gives you the chance to relax away from your own home.

As a judge of the Publican Awards for the last three years, I have seen first-hand just how much love, care and attention is invested in these businesses. This year, I was on the judging panel for the Late Night Operator category and we reviewed the finalists in depth, with focus on the operational, finance and marketing aspects of their businesses. There was evidence of solid trading and getting the essentials right, yes, but every one demonstrated great innovation and progress in improving staff development and customer experience. Even within this one category, the finalists all had something different to offer and had created a commendable out of home experience.

And it is people that are core to all their achievements. Hospitality employees are a creative and resilient bunch, who always work their socks off to put their customers first. If you read some of the stories of what has been happening during lockdown, you will see that there is an inspirational group of leaders in the sector and their vision and enthusiasm really motivates and galvanises their teams and others in the industry. From lobbying government for support, feeding the homeless, supplying food for NHS staff and care workers, being a hub for community care and adapting their trading model to provide takeaway and delivery options, our pubs and clubs are still there for us.

That spirit is why I have absolute confidence that hospitality will bounce back. Pubs, clubs, restaurants, hotels, leisure facilities – they are all preparing for life after lockdown and, whatever challenges they face, they will be there to welcome us back. It may not be exactly as it was before, but they will evolve to adapt to the circumstances and will be just as good as we remember them. In fact, they will be even better.

A round-up of the 2020 event can be found here.

Never underestimate the benefit of an external audit for licensee recruitment

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I recently completed an audit on their licensee recruitment process for a client.

They were concerned that the pipeline of applicants was blocked as they weren’t getting the quantity – or quality – of applicants that they expected, especially for some particularly attractive pub business opportunities.

For a few years, the licensee recruitment process I managed had been subject to a similar audit as part of an initiative to improve standards across regional brewers. It was great to go back to basics, learn best practice from each other and recognise some of the small things that can make a pub group stand out, particularly important when competition to recruit the best licensees is crucial to long-term sustainability.

Fast forward to carrying out an anonymous enquiry of my own and it reminded me just how important it is to get an impartial assessment of different business areas from an external adviser. As a mystery caller looking for details of an appealing licensee vacancy, I found many gaps in the process that explained that the pipeline of applicants wasn’t, in fact, blocked but was leaking. The shortcomings and poor management were significant contributory factors to the delays in placing licensees in appropriate pubs.

I provided a comprehensive report for my client with some clear recommendations for improvement – from how vacancies are advertised and presented to how calls are handled and followed up – with proposals ranging from urgent action to advisory modifications.

You would have been surprised at some of the basic mistakes that I identified, so maybe this is a good time to check that similar oversights haven’t crept into your processes without you realising.

Happy to share the benefit of my experience if you feel that an external perspective would be as helpful as it was for this client.