”The Midnight team should rightly be proud of all the support and press coverage you have secured for us again this year. We remain so grateful for Midnight’s expertise and connections to continue to raise our profile, cause and social impact across the region…
Dan SlatterCEO, FareShare Sussex & Surrey
The challenge
FareShare Sussex & Surrey is a charity dedicated to tackling food waste and hunger by redistributing surplus food to those in need.
Operating across Sussex and Surrey, the organisation supports a vast network of charities and community groups. With ambitious goals to expand its reach and impact, the charity required increased public awareness, enhanced media visibility and greater volunteer and donor engagement.
Our approach
Midnight has a long-standing commitment to supporting our local community, and in 2023, we partnered with FareShare Sussex & Surrey to deliver a PR campaign at a charity-rate. Our support extended beyond media outreach, including team volunteer days at its warehouse and advocacy across our channels and networks.
Through a dedicated PR strategy, we set out to:
- Raise the charity’s profile in Sussex and Surrey.
- Drive engagement with fundraising campaigns.
- Increase awareness of its volunteer opportunities.
- Publicise the launch of its new Surrey warehouse and significant charity milestones.
To achieve these goals, we created a strategic communications plan that included targeted press outreach, social media amplification and storytelling through case studies and community engagement initiatives.
The results
Our 2024 PR campaign successfully secured:
- 64 items of press coverage with a potential audience reach of 692 million+.
- 360 brand mentions and 42 backlinks to the charity’s website – accounting for 65% of total media coverage.
- Widespread media recognition, including TV features on BBC South East and ITV Meridian, radio interviews on BBC Radio Surrey and coverage on BBC Online.
Beyond media success, our campaign played a crucial role in supporting the charity’s fundraising efforts. FareShare Sussex & Surrey achieved record-breaking results, including:
- 20,000kg of food donated through their Tesco Food Collection – the highest amount collected.
- 200,200 meals provided to those in need.
- A staggering £50,050 raised through the Big Give Christmas Appeal.
Expanding into Surrey
One of the major milestones of our campaign was promoting the charity’s expansion into Surrey. The opening of a new warehouse in Guildford significantly increased capacity for storing frozen and chilled food, allowing for a more efficient distribution network. We helped generate media attention for the launch, including:
- Awareness-raising for their volunteer drive.
- Publicising a royal visit by HRH The Duke of Gloucester.
- Highlighting the addition of a frozen van, which enables the charity to accept and transport larger quantities of surplus food to its partner organisations.
The Guildford depot has since tripled its storage capacity, enhancing the charity’s ability to serve more people in need. This expansion means more nutritious food can reach frontline charities, from homeless shelters to youth centres, making a tangible difference in local communities.
Getting stuck in
At Midnight, we believe in leading by example. In December 2024, our team returned to the FareShare Sussex & Surrey warehouse, rolling up our sleeves to volunteer. We helped pick and pack food destined for community groups and charity partners, as well as sort through donations from the Tesco Food Collection.
Our volunteering experience gave us firsthand insight into the charity’s vital work. It also reinforced our commitment to championing FareShare Sussex & Surrey in the media, ensuring their message reaches more people and inspires greater community involvement.
A partnership for good
As a certified B Corp, Midnight Communications is dedicated to using business as a force for good. Supporting charities like FareShare Sussex & Surrey is a core part of our mission. From strategic PR campaigns to hands-on volunteering, we are committed to making Sussex a better place to live and work.
Our work with FareShare Sussex & Surrey extends beyond PR and media relations. We have introduced the charity to key stakeholders, potential partners and community leaders, fostering connections that can lead to long-term support and sustainable impact.
Looking ahead
As we celebrate 30 years in business in 2025, we remain committed to our core values of social responsibility and community engagement. We look forward to deepening our relationship with FareShare Sussex & Surrey and continuing to amplify their incredible work.
Through strategic PR, storytelling and hands-on support, we are proud to stand alongside this charity as it fights food waste and hunger across our region. The success we’ve achieved together is just the beginning, and we’re excited to see what the future holds.
