At Midnight, we’ve always believed in using our PR powers for good. So when we partnered with FareShare Sussex & Surrey in 2023, it wasn’t just about press coverage. It was about rolling up our sleeves – literally and figuratively – to help a brilliant local charity tackle food waste and hunger across our region.
The brief: raise awareness, drive action
FareShare Sussex & Surrey rescues surplus food and redistributes it to local frontline charities – from homeless shelters to youth groups. As the organisation prepared for major growth, including a new warehouse in Surrey, they needed more than media visibility. They needed increased public support, more volunteers, and a louder voice across Sussex and Surrey.
Our approach: strategic PR with purpose
As a B Corp, we’re proud to support local causes, and this project was no exception. We delivered a charity-rate PR campaign combining:
- Strategic media relations
- Storytelling through community case studies
- Amplification on social channels
- Hands-on volunteering
- Stakeholder introductions and advocacy
Our goals were to boost the charity’s profile, support key fundraising drives, increase volunteer engagement, and shine a light on significant milestones – including the opening of a brand-new warehouse in Guildford.
Media highlights: strong coverage and stronger connections
The campaign delivered powerful results:
- 64 pieces of media coverage, including TV, radio and online press, reaching an audience of 692 million+
- 360 brand mentions and 42 backlinks to their website – accounting for 65% of all media mentions during the campaign period
- Features on BBC South East, ITV Meridian, BBC Radio Surrey, and BBC Online
We didn’t stop at media relations. Our campaign played a key role in the charity’s record-breaking 2024 fundraising efforts:
- 20,000kg of food collected in the Tesco Food Collection – their largest ever
- 200,200 meals delivered to people in need
- £50,050 raised through the Big Give Christmas Appeal
A pivotal moment: launching the Guildford depot
One of the biggest milestones was the launch of FareShare’s new Surrey base. The Guildford depot dramatically expanded their frozen and chilled food storage capacity, allowing for more efficient redistribution to partner charities.
We generated widespread media interest in the launch, with coverage highlighting:
- Their expanded volunteer recruitment drive
- A royal visit from HRH The Duke of Gloucester
- The addition of a new frozen food van, helping them transport greater volumes of nutritious surplus food
Since opening, the depot has tripled its storage capacity, allowing FareShare to serve even more people in need across the region.
Getting involved: Midnight volunteers in action
We don’t just talk the talk. In December 2024, the Midnight team spent a day volunteering at the FareShare warehouse. From picking and packing food parcels to sorting through donations, we got stuck in and saw first-hand the incredible impact this charity has on our community.
These experiences deepen our commitment to their cause – and fuel our storytelling with real, human insight.
A long-term partnership for good
We’ve worked with FareShare Sussex & Surrey as more than just their PR partner. We’ve introduced them to new contacts, championed them on social media, and brought their stories to life in the press. Together, we’ve built a campaign that delivers measurable impact while staying true to our values.
And as we mark 30 years of Midnight in 2025, we’re more committed than ever to supporting causes that matter.
What’s next?
We’ll continue to stand alongside FareShare Sussex & Surrey as they fight food poverty and food waste across the region. With strategic PR, strong storytelling and sleeves-rolled-up support, we’re proud to be part of their journey.
“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 Slatter, CEO, FareShare Sussex & Surrey
Click here for our case study.
