Bremner & Co were commissioned by First Steps Nutrition Trust (FSNT) as secretariat of the Baby Feeding Law Group (BFLG) to provide strategic advice and guidance on media coverage surrounding the release of the final Competition and Markets Authority’s (CMA) report on the infant formula market.
BFLG is a network of organisations and individuals working to protect maternal and child health by ending the harmful marketing of infant feeding products, whilst FSNT is an independent public health nutrition charity. FSNT recognises the need for careful, strategic communication around formula and formula marketing as it leads the BFLG in pursuit of its objectives. This is especially important given that the media often portrays a polarised ‘breastfeeding vs formula’ debate, serving to reinforce the interests of the commercial infant formula industry.
FSNT recognised the upcoming CMA report as a timely opportunity to promote a more balanced and accurate media coverage on infant feeding. They commissioned Bremner & Co to help frame key messages, leverage and maximise potential media opportunities, and refine the overall tone of voice to ensure consistent, compelling messaging across media coverage following the report’s release.
Our Approach
Early discussions with FSNT underscored the importance of foresight and strategic planning, prompting the development of a proactive media strategy:
- We compiled and prioritised a tracker of journalists who could help progress our work, compared to those who may challenge it, through a review of media articles concerning breastfeeding and/or formula feeding.
- We worked closely with FSNT to draft two strategically timed press releases. The first, released before the CMA report, built trust with journalists, made the case for coverage of the CMA report, and positioned FSNT and BFLG as key voices on the issue. The second aimed to ensure the media coverage that followed accurately represented the findings and recommendations of the report, highlighting its strengths and weaknesses. To prepare for any outcome, we drafted two versions of this release in advance, reflecting best- and worst-case scenarios.
- We broadened engagement and media interest with a comment piece for Independent Voices titled, “The baby formula industry is exploiting us – and parents are paying the price” and buffered these activities with regular posts on LinkedIn.
- Throughout, we supported the FSNT team with clear guidance and real-time communications to help them navigate media opportunities confidently.
Key Outcomes
Through providing external expertise and ready-to-use resources, we supported FSNT to increase the visibility of FSNT and BFLG, helping them to act swiftly and effectively in a reactive and challenging media environment. On the day the CMA report was published, FSNT were interviewed across multiple radio stations: BBC Breakfast (average daily viewing figures of 1.2-1.5m), BBC Scotland Radio (average weekly listening figures of 850,000), BBC Radio Ulster (average weekly listening figures of 456,000) and LBC (average weekly listening figures of 3.3m). One clip was repeatedly aired, sometimes hourly, across various radio stations. Our outreach through the Independent article achieved extensive engagement, with over 10,000 views and a spotlight on the homepage. Meanwhile, our supporting LinkedIn posts received thousands of impressions. Ultimately, our press releases helped to shape the public narrative and subsequent newspaper coverage on infant formula marketing, ensuring a more balanced health and equity-focused conversation.
Dayna and Cressida offered constructive, timely and proactive support to this project which improved the impact of what we might have achieved alone. We also learnt a great deal from the process which we have since been able to use again, replicating similar success. I’d definitely recommend them to others.
Dr Vicky Sibson, Director, First Steps Nutrition Trust
Our Services
Through foresight and our strategic planning, this work highlights our ability to create actionable strategies, to respond dynamically and effectively with shifting demands, and our ability to engage and align a broad range of stakeholders under a shared vision. Our outreach through the independent article played a key role in driving visibility, achieving extensive engagement through strategic and authentic communication. This, in combination with the attention garnered on LinkedIn, speaks to the team’s exceptional media writing skills and our ability to craft content that resonates with our audiences.
Interested in learning more about how we can support your advocacy work and amplify your message? Get in touch today.
