When Aarhus University led a major European study into how COVID-19 pandemic measures reshaped food-related behaviours and consumer demand, its findings carried real weight for EU policymakers and the food industry – but only if they reached the right audiences. Whitehouse built a targeted communications campaign to translate the research into a compelling, evidence-led narrative, securing more than 25 pieces of media coverage within two months, and establishing Aarhus University as a leading authority in food sustainability.
The challenge
Aarhus University partnered with researchers across Europe to lead a major study examining how COVID-19 pandemic measures affected food-related behaviours, including shifts in consumer demand. The findings had important implications for EU policymakers and the food industry, particularly in promoting healthier and more sustainable food consumption. However, the University needed to ensure these insights reached and resonated with the right audiences.
Our approach
We worked closely with the University and its network of partners to:
- Identify key target audiences across EU policymaking and the food industry
- Develop a bank of bespoke, audience-specific messages
- Craft a compelling, evidence-led narrative that clearly communicated the study’s findings
- Position Aarhus University as credible experts and trusted partners in the food sustainability space
The outcome
Within two months of our appointment, we secured more than 25 pieces of media coverage. This included aligned coverage in leading international food and policy publications – significantly amplifying the study’s findings and strengthening Aarhus University’s reputation as an authoritative voice in the field.
