Creating key messaging, collateral, relationships and tactics.
Background
Cavendish worked with SIBA to develop a coalition of political supporters to call for the Government to overturn its decision to cut Small Breweries’ Relief (SBR).
Strategy
The campaign combined traditional and digital public affairs tools and achieved remarkable levels of MP engagement and endorsements.
We developed key messaging, collateral, relationships and tactics to create noise around the policy change, bringing it from a niche issue affecting small breweries to become a campaign that has garnered attention from across the political divide and rattled the Treasury’s cage.
The
results.
Our social media campaign led to the number of signatures on the official campaign petition reaching 51,000. Awareness was also raised in the media, with Conservative MP and former Pubs Minister, Andrew Percy, authoring an Op-Ed in The Times Red Box to highlight the campaign.
Alongside this, more than 100 MPs signed an open letter to the Chancellor of the Exchequer, include 58 Conservative MPs. The campaign also led to an adjournment debate in the House of Commons where 15 MPs spoke, and extra time had to be given by the Speaker to allow enough time for the attendees to all contribute. As a result of the campaign, the Government agreed to reconsider the proposals for reform of the SBR and launch a new consultation into how it would operate.
51,000
Social media campaign petition signatures.
+100
MP’s signed an open letter to Chancellor of the Exchequer.
