Forster has worked with the National Trust since 2009 on Food Glorious Food, an integrated national campaign encouraging people to grow their own.
The National Trust wanted to inspire long-term attitude and behaviour change, encouraging people of all ages to re-connect with nature, grow their own food and choose local and seasonal produce. The Trust also wanted to position itself as a guardian of our land and encourage people to visit National Trust properties.
Forster developed an extensive multi-year campaign featuring social marketing, print, digital media and consumer PR. We identified and addressed barriers to the desired behaviour change then agreed on key campaign messages, event collateral, PR strategy and creative concepts for print and digital media.
The campaign centred around events at 100+ Trust properties. We secured widespread national and regional coverage, generating a huge Opportunity To See (OTS): over 284.8 million in 2011 alone. We developed a detailed digital marketing plan and designed press adverts, posters, a seasonal food guide and seed packets to encourage post-event action. In subsequent years we refreshed the identity and developed new collateral and competitions to maximise audience engagement.
The campaign is a success: 78% of visitors said the campaign inspired them to eat more seasonal food and 86% said it inspired them to grow their own. The campaign has resonated with a new generation: 4,500 children actively took part, encouraged by our website, online game and materials targeted at children and families. The campaign has also helped the National Trust deepen its relationship with members – and potential new members.