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"Positioned JTI as forward-thinkers amongst 28.5k key grocery decision makers and opinion formers, as well as 8.6k wholesalers."
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Engaging Wholesalers and retailers on Sustainability with JTI

As part of our ongoing thought leadership activity, we were tasked with positioning JTI as an authoritative voice on sustainability amongst key wholesale and grocery stakeholders. Our solution led to us engaging directly with wholesalers through a partnership with the FWD and Betterwholesaling.com and the 2nd most read article listed on The Grocer’s digital newsletter.

We were tasked with positioning JTI as an authoritative voice on sustainability amongst key stakeholders, shifting the focus from Independent & Convenience (where we had been successful thanks to our 2021 Partners to Trade project) to a Multiple Grocer and Wholesale audience.


Insight told us that customers are looking for actionable advice and are keen to hear what suppliers are doing but are more interested in suppliers assisting them in their own quest to become more sustainable in store and how they can communicate this with their customer base.

 

To begin our journey and encourage our trade partners to start perceiving JTI as a sustainable supplier of choice, we needed to create an authoritative voice for JTI amongst key grocery and wholesale decision makers and a platform to make our commentary valid.


We teamed up with The Grocer to create a sustainability focused Grocer 10 Report.

 

The report explored shopper behaviour in a cost-of-living crisis, which landed in print, online and was amplified via promotional feature content (looking at sustainable shopper habits) and highly targeted contextual advertising serving sustainability-tagged articles on TheGrocer.co.uk.

 

To raise JTI’s profile amongst a Wholesale audience we ran a four-part educational series on BetterWholesaling.com with topics covering Energy, Waste Management, Transport and Social Sustainability.

 

The Result - Positioned JTI as forward-thinking and category leaders amongst 28.5k key grocery decision makers and opinion formers, as well as 8.6k wholesalers.
The Grocer 10 report was the 2nd most read article listed on The Grocer’s digital newsletter at the time of launch (this is unheard of for a paid piece!). After just a month, it also had 3,078 views with an average time on page of 4 mins 52 seconds. Top readers of the content included Aldi, Sainsburys, Co-op and John Lewis / Waitrose.