BaxterStorey has been recognised with the ‘Best Alignment of Brand Values through Sponsorship Activity’ Award, for its sponsorship of FOOD: Bigger than the Plate at the Victoria and Albert Museum (V&A).
The prestigious award ceremony took place virtually this year, celebrating successful partnerships, sponsorships and CSR programmes within the industry.
FOOD: Bigger than the Plate explored how innovative individuals, communities and organisations are radically re-inventing how we grow, distribute and experience food. Taking visitors on a sensory journey through the food cycle, from compost to table, it posed questions about how the collective choices we make, can lead to a more sustainable, just and delicious food future in unexpected and playful ways.
The exhibition featured over 70 contemporary projects, new commissions and creative collaborations by artists and designers working with chefs, farmers, scientists and local communities.
Judges commended BaxterStorey and the V&A for their success in creating an extensive marketing campaign, including London Underground advertisements, paid for advertising in selected press titles and digital advertising across social media.
BaxterStorey activated the partnership with numerous promotional activities, including live sustainable food pop-ups at Borough Market and thought-provoking panel discussions on the future of food in the workplace. The panel was chaired by Henry Dimbleby and offered canapes made from food waste, including Bloody Marie crispy chicken feet and pea and nettle ice cream.
Applauded for their innovation and success in activating the partnership, BaxterStorey were praised for their collaboration with GroCycle to maintain an Urban Mushroom Farm installation in the exhibition. The instillation used waste coffee grounds from the V&A Benugo café to grow Oyster mushrooms, which once fully grown, were harvested in front of visitors and served in the café.
BaxterStorey co-chief executive, Noel Mahony commented on the win: “We are extremely proud to have been awarded a Corporate Engagement Award celebrating our work in partnership with the V&A for FOOD: Bigger than the Plate. As first-time art sponsors, it was a privilege to work with the V&A on such a ground-breaking exhibition that aligned with our five-year sustainability strategy”.