SOFHT Student Award

Objectives

In 2013, The Society of Food Hygiene and Technology (SOFHT) launched its first Student Award, in the hope of encouraging young people to choose a career in the food industry and to drive student membership. Leapfrog was tasked with raising awareness of the award.

Strategy

We devised a PR strategy to target food science faculty heads. This was done through letters, posters and a media relations campaign to target food industry influencers, as well as specific activity with university magazines and websites. We also launched a social media campaign, creating dedicated SOFHT Student Twitter and Facebook pages which were used to promote the award and other food hygiene issues.

Results

  • Trade press coverage in key titles such as Food Manufacture, Meat Trades Journal, Meat Management, as well as local and university press coverage.
  • SOFHT Student Award was such a success that the following year it was sponsored by Tesco who were keen to recruit their own food science graduates.