WPR Appointed by Lloyd’s Register to Drive Global Food Safety Certification PR Campaign

Birmingham-based WPR has bolstered its B2B credentials following an appointment by Lloyd’s Register to lead its global food safety certification PR campaign.

Lloyd’s Register, which dates from 1760, is one of the world’s leading providers of inspection, assurance and auditing services to a range of sectors, from aerospace and defence through to marine, healthcare, energy and utilities.

Specifically, WPR has been appointed to raise awareness of Lloyd’s Register’s food safety certification capabilities, as demand continues to increase.

Beth Elliot, global marketing communications manager, said: “Food safety is a hugely important and rapidly expanding area of our business with increasing demand for our inspection, assurance and audit services across the length of the food supply chain from farm to fork. Ongoing food scares, changing shopping habits in relation to sustainable and ethical foods, and increasing consumer concerns over food traceability and packaging are fuelling increasing demand for our services.

“The decision to appoint WPR to drive our food safety certification campaign was based on its previous experience in the food industry and its ability to listen and quickly understand our business. We needed an agency that could create multi-channel content relevant to our market and that’s what WPR is delivering.”

Tom Leatherbarrow, B2B director at WPR, said: “The appointment by Lloyd’s Register adds a great name to our client list and gives us the opportunity to help drive real change across one of the most dynamic industry sectors, which is experiencing significant challenges as it adapts to changing consumer purchasing habits.

“We intend to put in place a multi-channel content marketing campaign involving content creation, proactive media relations and targeted social media to raise Lloyd’s Register’s profile and actively lead-generate in the global food sector.”