FAI Farms and McDonalds:
Report launch to farming media

Pinstone successfully launched a new FAI Farms report – supported by McDonald’s – demonstrating the significant benefits of regenerative grazing systems for beef cattle. Our highly targeted media campaign translated complex research findings into compelling farmer-focused content, securing high-value coverage in leading agricultural publications and generating substantial social media engagement.

Goals

Leverage the findings of a new report showing significant benefits of switching to regenerative grazing systems for beef cattle using traditional earned PR alongside organic social media to increase outreach.

Bolster our sustained PR efforts on behalf of FAI and McDonald's to debunk common myths about regenerative and sustainable farming methods. 

Deliverables

• One-to-one engagement with key media to provide exclusive insights, including Farmers Weekly and Farmers Guardian
• Development of a launch press release, issued to our extensive press database
• Supporting organic social media content to increase outreach

Results

We secured two one-to-one press interviews resulting in double-page print features alongside online articles in both Farmers Weekly and Farmers Guardian. The press release yielded further coverage, including Farming UK, resulting in a total editorial reach of 246,000. The social content also performed well, with 6 social media posts generating 411 engagements, including 54 reposts.

Added value

Pinstone's detailed understanding of the challenges facing beef farmers allowed us to distill a highly technical report into accessible content for a mainstream farming audience, highlighting key information and messages that would resonate and capture attention. Combined with our strong media relationships, we secured high-value media coverage for a modest project budget.