Briefed to announce a product collaboration between cult bag brand, Ally Capellino and experimental Cambridgeshire hemp growers, Margent Farm, we were presented with communications challenge.
The hemp used for the co-designed bags was grown not Cambridgeshire, but in China. In order to explain why this was the case, we set about getting educated about the UK hemp industry and developed an honest narrative around the barriers and challenges faced by British farmers wishing to grow hemp.
This Way Next secured time with journalists to meet Ally Capellino founder, Alison Lloyd, and Margent Farm’s co-founder, Fawnda Denham, enabling more detailed discussions about the campaign which lead to coverage in GQ, the Observer, Guardian online, New York Times and Industry Fashion. The campaign also helped position the brand with key sustainability advocates including Lucy Siegle, Bel Jacobs and Lucy Kebbell of the Vendeur.