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Leadenhall Market’s announces its annual pancake race

The coveted Golden frying pan is up for grabs as the legendary Leadenhall Market pancake race returns to The City of London for its 15th year.

Hosted by the world-renowned market’s 18th century pub – The Lamb Tavern – the annual tradition is set to take place on Tuesday 13th February at 12:30pm and will see teams of four compete for glory during a 20m flipping relay on the Victorian covered Market’s ancient cobblestones.

The winning team will secure their place in Leadenhall history with their name inscribed on the Golden Frying Pan which is then displayed behind The Lamb’s bar for the remainder of the year. Winners can also look forward to a Lamb Tavern Hamper, while runners up in second place can earn themselves a £50 bar tab and third place will be awarded with a bottle of prosecco. And of course, all competitors can expect free pancakes. Losing teams will receive the consolation of one of The Lamb Tavern’s famous scotch eggs (cut into quarters!).

In recognition of Leadenhall Market’s iconic City status, participants are invited to don bowler hats, while Market personality Charlie from London City shoeshine will provide a running commentary of the much-loved annual event. 

To mark the event’s 15th anniversary, more pancakes than ever before will be on offer for spectators, with many delicious free pancakes – made by The Lamb’s Head Chef Sian – available to those cheering on from the side lines.

Free to enter, teams of four people can take part and must register beforehand at www.lambtavernleadenhall.com/#book, or by emailing lambtavern@youngs.co.uk.

Leadenhall Market’s boutique retailers, bars, restaurants and cafes will also be open for the event, welcoming participants and spectators alike.

For more information visit: www.leadenhallmarket.co.uk      

Leadenhall Market is owned and managed by The City of London Corporation.     

The brief

Nordoff and Robbins asked us to deliver a strategic charity media relations campaign to elevate its 2023 Christmas Carol Service – a key fundraising moment featuring artists including Kaiser Chiefs, Beverley Knight and Ayanna Witter-Johnson. Our objective was to raise the profile of Nordoff and Robbins as the UK’s largest music therapy charity, increase public understanding of its impact, and reinforce its position as the music industry’s charity of choice.

Insights and approach

Our work centred on strengthening Nordoff and Robbins’ authority in the sector and broadening awareness of its music therapy services. Drawing on our experience supporting previous Carol Services, we aligned communications with the charity’s wider strategy to ensure consistency and impact.

We focused on three core goals:
• Highlighting the transformative power of music therapy and extending the charity’s reach with priority audiences.
• Connecting Nordoff and Robbins with prominent artists to reinforce its credible role across genres and within the wider industry.
• Showcasing its deep partnership with the music industry and positioning it as the UK’s leading music charity.To deliver this, we implemented a structured media relations approach:
• A phased press office plan, with announcements teasing headline performers and reflecting the event’s longstanding success.
• Targeted pitching of pre-event and on-the-day interviews with artists and the CEO to secure high-value opportunities.
• Smoothly run media operations at the event, including coordinated interviews and professional photography to support strong stories across print, online and broadcast.

Results

Our charity media relations campaign significantly extended Nordoff and Robbins’ visibility and strengthened understanding of its music therapy mission. Exclusive stories with PA generated wide national print and online pick-up, delivering both artist-led coverage and clear messaging about the charity’s work and impact.

Music outlets including Music Week and NME amplified the event. Broadcast highlights included ITV London’s in-studio interview with Ayanna Witter-Johnson and joint interviews with Beverley Knight and CEO Sandra Schembri on BBC Radio London and Times Radio.On the night, interviews produced a half-page feature in The Star’s Wired column, a prominent review in the Sunday Mirror/Daily Mirror and a Reuters package syndicated internationally. Regional coverage was extensive, including the Yorkshire Evening Post dedicating its front page and page three to the event.

400

pieces of coverage

8.5bn

opportunities to see

“

Thank you for everything this year, as ever it has been an absolute pleasure working with you and the Barley team.
It is incredible that our press has gone from strength-to-strength year on year, event on event. The relationships that have been established, the quality of stories and that our mission remains central to all.

Nadra Shah

Director of Engagement and Communications, Nordoff and Robbins

The brief

Leadenhall Market asked us to develop a year-round placemaking campaign that would intrigue and entice visitors, strengthen its position as one of London’s most recognisable landmarks, and drive footfall for its independent traders. Our task was to create an engaging programme of activity that generated consistent media interest, delivered standout moments across the calendar, and encouraged shoppers and visitors to return again and again.

Insights and approach

As a London landmark communications agency, our approach centred on creativity, strategic programming and the power of shareable experiences. Since 2021, we have reimagined the market’s public space through an evolving events calendar designed to complement its Victorian architecture and spark digital engagement.

We collaborate with leading cultural institutions—including the Museum of London, Guildhall, God’s Own Junkyard, Sadler’s Wells, the University of the Arts London and London Youth Choir—while also supporting wider initiatives led by the Greater London Authority, ECBID and Destination City. Together, we transform the market’s central spaces and vacant units into workshops, installations and performances that offer something new on every visit.

Our own interactive pop-ups—such as the Screamatorium, Jubilee Corgi Cam, Dogstagram photobooth, neon film set and Halloween tentacle—add playful moments that increase dwell time and encourage repeat visits. The 8-metre Christmas tree has become a regular fixture in citywide media round-ups, reinforcing Leadenhall Market’s position as a seasonal destination.To sustain momentum, we run a proactive press office, securing ongoing local, national and international coverage through tailored media opportunities, behind-the-scenes access and tenant collaborations. We also manage the market’s website and social channels, producing digital content and partnering with influencers to reach new audiences.

Results

Our placemaking campaign has transformed Leadenhall Market’s visibility. By April 2023, media presence had shifted from reactive to high-impact, with 1,080 pieces of quality print, online and broadcast coverage. Increased interest from major brands and film and TV companies has positioned the market as an iconic backdrop for cultural activity—including appearing in the 2022 Christmas edition of Radio Times.

The market has seen continued investment and renewal, including multiple new tenant openings and eight new food and beverage spaces in 2023. The strengthened profile has increased footfall, improved trader confidence and enhanced the overall visitor experience—meeting the client’s goal of cementing Leadenhall Market as a must-visit London destination.

1080

pieces of print, online and broadcast media coverage

5.3bn

opportunities to see

89%

increase in social media followers across all platforms

“

It is an absolute pleasure to work with Barley on Leadenhall Market. Whether PR, events or social media, the team at Barley provide incredible creativity, expertise, and insight, resulting in improved asset and business performance for both the City of London and its tenants. Barley continues to be a critical part of the daily function and success of Leadenhall.

Ollie Goode

Asset Manager, City Fund, City of London Corporation

The brief

As the UK’s largest independent music therapy charity, Nordoff and Robbins relies on the success of its flagship fundraiser, the O2 Silver Clef Awards, to support its work. After two years of pandemic disruption, the 2022 in-person event needed strong charity event communications to rebuild momentum, galvanise supporters and maximise fundraising.
Barley was asked to generate high-impact media coverage, build pre-event anticipation, spotlight the auction of George Michael’s personal piano and ensure the charity’s purpose remained central throughout. We were also responsible for managing the blue-carpet photocall, media room and press activity on the day.

Insights and approach

Communicating the power of music and the impact of Nordoff and Robbins’ therapy services shaped every element of our approach. We advised that the auction of George Michael’s piano should be made public via an online auction house to drive national interest. Working with George Michael’s estate, we sourced emotive archive images linking him to both the piano and his own Silver Clef history, securing widespread coverage including ITV London, extensive regional pick-up via PA, and high-profile stories in the Evening Standard and The Express.

To maximise visibility for award winners, we drafted artist quotes embedding key charity messages and coordinated with artist teams to ensure strong media-room attendance. Coverage featured major names including Peter Gabriel, Becky Hill, Tom Walker, London Grammar, Tems, Griff, Alexis Ffrench and Jools Holland, with Tom Walker also appearing on Good Morning Britain.On the day, meticulous planning ensured smooth running of the photocall, media room and press table. Photography from the blue carpet was syndicated across major UK and international newswires, while every attending showbiz correspondent filed coverage — including a two-page feature in The Daily Star dedicated to the charity and the awards.

Results

The return of the Silver Clef Awards surpassed expectations, delivering a 70% rise in coverage and a 150% growth in opportunities to see/hear compared to 2019. In total, Barley secured 328 pieces of positive coverage, helping to strengthen the visibility of Nordoff and Robbins and its CEO, Sandra Schembri.The event raised £750,000 for the charity’s music therapy services, including £200,000 from the high-profile piano auction — supporting vital sessions for people with life-limiting illness, disability and social isolation. Broadcast, print, online and international media all amplified the story, reinforcing the awards’ role as a major moment in the UK music calendar.

  • 328

    items of coverage

  • 5.5bn

    opportunities to see/hear

  • 70%

    increase in items of coverage

  • 150%

    increase in opportunities to see/hear

  • £750k

    raised for music therapy

The brief

The pandemic forced Nordoff and Robbins to cancel its flagship fundraising events for two years, creating a significant income gap for the UK’s leading music therapy charity.We were asked to deliver a high-impact fundraising event promotion campaign for the return of its 2021 Christmas concerts — a live event featuring Sir Rod Stewart and Imelda May, and an online showcase hosted by Nile Rodgers. The goal was clear: go beyond celebrity moments to raise the charity’s profile and increase understanding of its vital work.

Insights and approach

To rebuild momentum after two years of disruption, we developed a two-pronged media strategy that combined targeted pre-event storytelling with high-quality, celebrity-led coverage from the night.

We secured early broadcast and print opportunities to spotlight the impact of Nordoff and Robbins’ music therapy, drawing on powerful client case studies and interviews with CEO Sandra Schembri. Presenters then amplified these pieces across social media, helping extend the charity’s reach to potential donors.Recognising the charity’s deep ties with the music industry, we prioritised music press alongside consumer and international outlets to drive global visibility for the hybrid event. On the night, we worked with PA photographers and liaised with Reuters to capture and distribute compelling stories and imagery, ensuring the charity — not just the performers — was central to the narrative.

Results

Our strategy delivered broad and meaningful visibility for Nordoff and Robbins, directly supporting its aim to rebuild fundraising income and raise its public profile.

We secured standout coverage across national, regional, consumer and specialist media, including an exclusive with PA that generated widespread pick-up. Interviews with Imelda May and a case study family reached national broadcast audiences, including Sky News, while a half-hour Times Radio segment provided space for deeper storytelling.Iconic photography gained premium print positions, and Reuters’ global syndication extended the charity’s reach worldwide. More than 800 people attended the Chelsea concert, and combined live and online events raised over £200,000 — a vital boost following two years of cancellations.

193

items of coverage

738m

opportunities to see/hear

800

attendees at the Chelsea concert

£200k

raised for Nordoff and Robbins

The brief

In its 700th anniversary year, Leadenhall Market asked Barley to help increase footfall and re-engage City workers, London residents and tourists. As a creative events agency partner, our goal was to reinvigorate the Market’s profile and position it as an iconic, vibrant and culturally rich destination. We were tasked with raising brand awareness, boosting visitor numbers, and driving renewed interest in the historic space through an integrated tourism communications campaign.

Insights and approach

Creativity sat at the heart of our destination marketing strategy. With footfall recovering after the pandemic, we saw an opportunity to use the Market’s unique architecture and public spaces to host eye-catching cultural activations that would reintroduce people to the area.

We designed an ambitious programme of events to attract diverse audiences and deepen digital engagement. Working with cultural partners who also needed post-pandemic visibility, we transformed vacant units and open spaces into pop-up galleries, performances and exhibits. Art, music, dance and museum collections were brought directly to visitors, offering a varied and accessible experience throughout the year.

To reach Londoners and tourists beyond the weekday crowd, we collaborated with brands with strong existing followings, hiring out space for weekend and evening events. This helped drive discovery and prompted return visits when the Market’s retail offer was fully open.Across 2021, Barley delivered 20 activations — from mood-enhancing ‘bird-song’ windows during lockdown, to a neon exhibition by God’s Own Junkyard, to the UK’s first dedicated “Dogstagram” photo station complete with themed props and influencer partnerships. Each activation was designed to spark curiosity, encourage sharing, and reinforce the Market’s position as a must-visit London destination.

Results

Our integrated approach delivered substantial growth in visibility, engagement and footfall. Media coverage was overwhelmingly positive, supported by strong social content that significantly expanded the Market’s online audience. The campaign helped transform public perception of Leadenhall Market, showcasing it as a lively cultural space rather than solely a retail destination.
This shift translated directly into real-world impact. Footfall increased sharply across 2021, demonstrating that creative programming and strategic communications can successfully re-energise historic sites and attract new audiences back into central London.

  • 20

    events

  • 435

    items of media coverage

  • 1.4bn

    opportunities to see/hear

  • 25%

    increase in social media followers

  • 32%

    growth in Instagram followers

  • 91%

    average increase in monthly footfall (2021 vs April–December 2020)

  • 73%

    rise in visitor numbers between July–September (vs same period in 2020)

“

Barley Communications have been superb in terms of active PR and event ideas during the pandemic which was desperately needed. I could not wish for a better, flexible, innovative agency to work with.

Sarah Trillwood

Asset Manager, Leadenhall Market

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