GB Calf Strategy 2025-2030:
In person launch to farming media and supply chain stakeholders
To launch the second iteration of this industry strategy for UK dairy-beef farmers, we delivered an in-person stakeholder panel briefing, press release, targeted media engagement and a suite of stakeholder assets to mobilise the whole supply chain.
Overview
Pinstone launched the GB Calf Strategy 2025–2030 at UK Dairy Day, bringing together farming media and supply chain stakeholders to support better calf rearing practices. Clear messaging built around three pillars – Right Calf, Right Start and Right Route – made the strategy accessible and actionable. A panel briefing, targeted media engagement and supporting digital assets helped secure coverage in 11 trade media titles and brought 45 attendees from 30 organisations to the launch.
Objective 1: Engage target trade press to attend an in-person industry panel speaker launch briefing at UK Dairy Day with representation from at least four titles.
Objective 2: Invite 10 relevant supply chain and stakeholder organisations to attend the launch panel briefing, with a call to action for them to become strategy signatories via an online QR code to sign up.
Objective 3: Achieve press release coverage in at least six of target farm and vet press outlets to clearly inform farmers, vets and industry stakeholders of the i
To launch the second iteration of this industry strategy for UK dairy-beef farmers, we delivered an in-person stakeholder panel briefing, press release, targeted media engagement and a suite of stakeholder assets to mobilise the whole supply chain.
The campaign positioned the strategy as a practical roadmap for action, prompting stakeholders to set measurable goals to improve calf rearing practices.
Held at UK Dairy Day in September, the strategy was launched via a pan-industry panel who discussed the strategy and collective role farmers, vets, processors, retailers, and industry bodies have to ensure ‘every calf is reared with care, purpose and value’.
The strategy messaging used in the launch materials was made digestible using three pillars: Right Calf, Right Start and Right Route.
_1.png)
A leaflet shared at the event outlined key actionable steps to encourage farmers and industry members to engage in this strategy through practical, on-farm actions and by becoming signatories.
The strategy’s success will be driven by ongoing industry signatories, with progress and data to be reviewed in 2028.
The launch event and press release messaging were amplified via signatories, AHDB, NFU and IFA digital channels and networks using a supporting pack of social media assets and pre-prepared copy.
Deliverables
- 1 panel speaker briefing session delivered
- 1 panel speaker live session delivered
- Stakeholder invites, reminders and sign-up information
- 1 press release crafted
- 1 pack of social media assets for strategy partners and signatories to use post-launch
Four dedicated web pages specially built to help signatories and media digest full details of the strategy in bite size easy to navigate pages – as well as a dedicated web page to highlight how interested parties can sign up to the strategy and showcase links and logos of signatories – which is always growing
Added value
Pinstone’s stakeholder and client connections helped make sure we got a brilliant response from people for the invites that were sent to attend the meeting plus supporting with getting a breadth of speakers on the panel discussion
_copy.png)
