Brief: Generate publicity for Hilton’s commitment to halve waste by 2030, a key pledge in its Travel With Purpose CSR plan.

Approach: The food services industry is responsible for a quarter of the billion tonnes of food that is wasted globally each year. To highlight the steps Hilton is taking to reduce its part in this, it created a series of menus with all dishes made from food that would have otherwise been thrown away, ranging from chicken hearts to uneaten breakfast croissants.

Outcome: 90% of coverage included key messaging around Hilton’s commitment to reducing waste send to landfill by 2030. Research among consumers found that 73% believe Hilton is taking meaningful action to reduce its food waste. The UK pilot was so successful that it has now been rolled out in several other EMEA markets.

Coverage highlights: Daily Telegraph, MailOnline, Metro

Awards: Nominated for Marketing Communications: Leisure and Hospitality Campaign at 2024 PR Week Awards and Corporate and Business Communications Campaign at 2025 CIPR Awards.