However, school gardening is on the increase and growing fruit and veg at school could be the ticket to eating a more varied diet

12 London schools lead the way by selling their school-grown produce at the Young Marketeers Harvest Market Day in London’s iconic Borough Market on 2 October

The proportion of children growing their own fruit and vegetables at school has increased by 10% since 2018, according to new research of over 1,000 7-11 year olds commissioned by Borough Market¹. Almost half (49%) of children surveyed have tried growing fruit and veg at school, up from 39% in 2018. What’s more, children have cited growing their own produce as the biggest influence on them trying a wider variety of fruit and vegetables.

Since 2011, Borough Market and School Food Matters have been running the Young Marketeers programme, designed to help school children in London understand where their food comes from and how to cook with it. Children who take part in the programme grow their own fruit and veg at school, before selling their produce to the public at London’s iconic market.

The research found that while children are familiar with many types of fruit and veg, there are still some gaps to be filled. When asked to identify different fruit and vegetables, the most recognised were carrots and strawberries (with 95% of children surveyed correctly identifying them). Yet, the low-cost, easy-to-grow courgette and squash were among the least recognised, with just 31% and 36% (respectively) identifying them correctly. The most mysterious veg was the humble beetroot which just over 1 in 4 (28%) children surveyed could identify correctly.

Almost a third (30%) said that growing their own would encourage them to try more varieties of fruit and vegetables. This was above seeing their family eating more (23%), being offered more at school (20%), seeing their friends eating more (18%) or even their favourite music star (9%), suggesting a rising hunger from children to get their hands dirty and get growing.

Nearly one in five (17%) children say they never help with cooking, with 20% of this group stating the reason they don’t is that they are not allowed to. However, there is a desire to get hands on, with more than half (54%) of respondents said they would like to learn how to cook and 44% would like to learn how to grow their own fruit and veg.

Jane Swift, CEO at Borough Market, said: “It’s really encouraging to see the passion and curiosity from school children around growing food and understanding about where it comes from. Growing their own produce is a great way for children to connect with the food on their plate and our research suggests it could even be the ticket to helping them eat a more varied diet. The Young Marketeers programme is a leading example of how this can be done and we are proud to have been supporting School Food Matters to reach pupils across London for the last 13 years.”

Stephanie Slater, Founder and Chief Executive at School Food Matters, said: “It’s a shame that so many children leave school without understanding that food comes from the soil, not the supermarket. The Young Marketeers programme exists to help change this, by taking children through the entire food journey – from growing and nurturing to harvesting and selling their own produce.

“Each year, children tell us how much they love learning outdoors and deploying their entrepreneurial skills on Market Day. There’s a wider benefit too. Children who grow their own fruit and vegetables are more likely to try them, develop positive eating habits, and become more aware of issues around health and nutrition. It’s for these reasons that School Food Matters is calling for the government to kickstart a food education revolution across the country, so that every child in every school can develop the skills they need to lead happy and healthy lives.”

On Wednesday 2October, from 11am – 1.30pm, children from 12 local primary schools will be setting up stalls in London’s iconic Borough Market to sell fruit and vegetables that they have grown from seed at school, as part of the annual Harvest Market Day. All proceeds will be donated to Plan Zheroes, a food redistribution charity that collects quality surplus food from businesses in London and redistributes it to charities supporting vulnerable people across the city.

To date, the partnership has seen more than 250 schools attend trader training. Some students have grown their own fruit and veg and sold it at the Market, while others have made soup from seasonal produce. Over the years, over £14,000 has been raised for charities from these sales.

To find out more about the Young Marketeers programme, watch the following video: https://www.youtube.com/watch?v=Qwq2M1pH1ig  

For more information on the Harvest Market Day, visit: schoolfoodmatters.org/what-we-do/projects/food-education/young-marketeers

We’re at the cusp of a whole bunch of awards celebrations and we have plenty to celebrate! We’re thrilled to have been shortlisted for multiple awards for our innovative communications solutions. Of course, the pride and glory of awards are always enjoyable, but more than anything, we’re pleased with what this recognition says about our work.

Having judged many awards ourselves, we know that creativity, innovation and impact are what’s needed to make an award entry stand out from the crowd. At Barley, we blend strategy, creativity, expertise and passion into social purpose communications that deliver real impact for our clients.

Here’s a snapshot of the work we’ve been shortlisted for:

Rebranding a charity for ETP

To mark a new era for ETP, we designed a bold visual identity that unifies perspectives, clarifies the organisation’s message and charts a course for the future. We developed a new website that’s been shortlisted for Best Website or App at the Memcom Excellence Awards and Best Marketing Initiative or Project at the Association Excellence Awards.

Membership organisation, EACTS

The European Association for Cardio-Thoracic Surgery (EACTS) – a 4,000+ membership organisation for the cardiothoracic surgical community that aims to improve outcomes for heart and lung patients around the world – has been shortlisted for Best In-Person Event of the Year at the Memcom Excellence Awards.

The shortlist for EACTS is for the 37th EACTS Annual Meeting which took place in Vienna in 2023 – and we’re proud to support EACTS to deliver the flagship event. At Barley, our work includes managing organic and paid social media to drive over 5,000 participants to the event, publishing a daily newspaper over the four-day event and working with Go Forth Films to produce a daily highlights video. Barley is again supporting EACTS with this year’s Annual Meeting, which is being held in Lisbon from 9-12 October.

Environmental behaviour change campaign for Keep Britain Tidy

Based on eye-opening data about people’s buying habits, we created and delivered a topical campaign across digital and social platforms, setting our audience the task of buying nothing new for a month. This one is up for Behaviour Change Campaign of the Year at the Global Glood Awards and the Education, Training and Communication Award at the National Sustainability Awards.

Charity communications for Nordoff and Robbins

We’re shortlisted for PR Team of the Year at the Charity Times Awards for our strategic approach to media relations for the inaugural Northern Music Awards – helping Nordoff and Robbins raise their profile, raise funds and demonstrate the impact of their life-changing work as the UK largest provider of music therapy.

Local authority communications for Suffolk Waste Partnership

Our #ShakeItOut campaign to reduce recycling contamination has made a lasting impact, resonating with Suffolk households through eye-catching creative across multiple communications channels. This standout campaign of this year’s awards has so far been shortlisted a whopping eight times.

And there’s more! In addition to our client work, Barley has also been shortlisted for several agency awards, including the Women in Green Business Awards and the Association Excellence Awards.

This recognition is true testament to the dedication, imagination and enthusiasm our team brings to every project. And we’re ever appreciative of our marvellous clients for choosing Barley to deliver across a wide range of their communications needs.

Bring on the celebrations!

London’s defining landmark adds four European language options to its Smartify audio guide offer, and an audio descriptive tour for people with visual impairments

Visitors to Tower Bridge can now enhance their experience further with an immersive audio tour in French, German, Italian or Spanish . Already available in English, the Highlights Tour, an audio guide powered by Smartify, has been upgraded to include new European language options, as well as a new sensory audio descriptive tour.

Free to download onto visitors’ smartphones, the Highlights Tour reveals Tower Bridge’s incredible history with an interactive journey through London’s defining landmark. As well as expert commentary and testimonials from the experienced Tower Bridge team, users of the app also get access to exclusive images and photography. Once downloaded, visitors simply choose their preferred language and enjoy a 45-minute tour of the Towers, High-level Walkways and the Engine Rooms.

In addition to this, a new audio descriptive tour is also now available for visually impaired visitors, for the first time, bringing an experience to engage all senses. Developed by Smartify and consultant Joe Rizzo Naudi, the audio descriptive tour will enable visitors to understand more about the materials and surfaces, while highlighting the temperatures, the changing light levels and different spatial experiences, enabling visitors to connect with the defining landmark, both inside and outside the Bridge.

Dirk Bennett, Tower Bridge Exhibition Development Manager, said: “We dipped our toe in the water, and launched an English version of our Smartify audio tour in the summer of 2023 and the response has been fantastic. We’ve had over 130,000 users in less than 12 months downloading and tuning in to hear the extraordinary stories behind Tower Bridge’s construction, maintenance and its role in London’s transportation and cultural life today. So, we’re excited to bring expanded audio tour options for our visitors from across Europe and beyond, and to develop a richer experience for those with visual impairments. It’s an area we’re keen to develop further too, and we’re already planning for the next phase of additions: watch (or listen to) this space.”

Tower Bridge is a must-see for visitors to London, for its rich history to its incredible views from the Glass Floors in the High-level Walkways. This summer, the Bridge hosts a free open-air exhibition on the Bridge. Launching A Landmark: The Unseen Opening Weeks is currently open and runs until the 1 October, and showcases a collection of never-before-seen photography from the Bridge’s final few weeks of construction and public opening 130 years ago in 1894.

Find out more about Tower Bridge, its Highlights Tour and to book, visit towerbridge.org.uk.

All three hybrid River Buses now in service on the Thames

Uber Boat by Thames Clippers’ brand new hybrid passenger ferry Mars Clipper has joined its fellow hybrid vessels Earth Clipper and Celestial Clipper to form an iconic trio – bringing sustainable river transport to more commuters and leisure travellers than ever before.

The capital’s first ever hybrid passenger ferry, Earth Clipper, was launched in September 2023 and was then joined by Celestial Clipper in March 2024. Mars Clipper will be Uber Boat by Thames Clippers’ third hybrid vessel to carry passengers in Central London on journeys with zero tailpipe emissions.

Built at the Isle of Wight’s Wight Shipyard, the three vessels’ innovative design delivers an almost 90 per cent reduction in CO2e compared to journeys taken solely using conventional marine diesel. Operating only on electric power in Central London – i.e. between Tower and Battersea Power Station piers – the hybrid boats recharge while using biofuelled power on the rest of their journey. This hybrid system results in an emissions reduction of 16.5 per cent per boat when compared with running on biofuel alone throughout all parts of the route.

Mars Clipper is the 20th high-speed catamaran to join the Uber Boat by Thames Clippers fleet, and the three hybrid vessels increase the River Bus’s total capacity by just under 700 passengers. More Londoners and visitors than ever will be able to travel to work or see the sights in style – sitting comfortably in a cabin that boasts a fully licensed café-bar, offering a range of Barista crafted coffees, soft and alcoholic drinks, as well as snacks. Plentiful seating and large windows offer unique views of London’s most iconic riverside sites, while a spacious, open back deck provides an impressive panoramic vantage point. Tickets can be purchased online, on the Thames Clippers Tickets and Uber apps, and at piers.

Sean Collins, Uber Boat by Thames Clippers co-founder and CEO said: “We want to make London’s river travel the best and most sustainable transport option in the world. We are immensely proud of being able to launch our third hybrid vessel in less than 12 months. Seeing these wonderful boats sail the Thames together is a momentous day for Uber Boat by Thames Clippers and this symbolises our commitment to achieve a net zero status by 2040. Going forward, all of our new vessels will use our hybrid system and where possible, fully electrified or zero emission technology. The design of the catamaran can also be made even greener in the future, when technology allows.”

“We are currently working to introduce London’s first fully electric Zero Emission Cross River Ferry between Canary Wharf and Rotherhithe by the spring of 2025 – the first of its kind in the UK.

“It’s a real British success story – our new boats are proudly built in the UK using the latest technology to create a comfortable and environmentally friendly way to get around our fantastic capital city.”

Uber Boat by Thames Clippers is committed to using the most advanced technology to meet its ambitious climate targets of reducing carbon emissions by 50 per cent by 2030, before achieving net zero by 2040.

All the hybrid vessels were built at Wight Shipyard Co in East Cowes on the Isle of Wight. Uber Boat by Thames Clippers’ investment has continued to be significant for the local economy on the Isle of Wight, with 65 people building the boats over the past year and 14 apprentices involved.

Uber Boat by Thames Clippers offers services that run as far east as Barking Riverside and out to Putney in the west. The business is celebrating 25 years of operation in 2024, and in 2023 alone, carried just below 5 million commuters and visitors through London on the river Thames.

For more information and to book, visit www.uberboatbythamesclippers.com.

Traders and restaurateurs share expert food insights and sample produce with host Giulia Crouch from the centre of London’s historic food market

Borough Market’s podcast Borough Talks has returned with a new five-episode summer series. In a new format for the established podcast, food journalist Giulia Crouch, regular contributor to The Times and Times Radio, will speak to the Market’s food traders and restaurateursamongst the bustling stalls. Episodes will be released weekly on Tuesdays throughout August following the first episode which launched on 30 July.

The new series seeks to recreate the unique and valuable conversations shoppers have with the Market’s traders every day. Butchers, wine merchants and food stall owners are among the guests offering their expert knowledge, recommendations and recipes. Guests bring samples of their own produce and chat with Giulia over delicious dishes. These conversations will also provide a fascinating insight into the guests’ varied personal stories that have led them to trade in Borough Market today.

This series focuses on summertime food and drink and launches with a conversation on meat and barbecuing with Dom McCourt, manager and butcher at Northfield Farm. The conversation ranges from Dom’s own introduction to the world of butchery and his father’s jump from investment banking to farming. Dom discusses the secrets of successful barbecuing and the surprising benefits he’s experienced since including meat with every meal of the day. He and Giulia then enjoy a freshly prepared White Park Sirloin straight from Northfield Farm’s stall.

The following episodes traverse the range of diverse food and drink available at Borough Market, with each episode themed around summer dining and entertainment:

Episode two sees David Carter & Rob Dann discuss operating their highly acclaimed restaurants in Borough Market. David, fresh from the launch of his celebrated new opening Oma and Agora and Rob of wine merchants Bedales Wine Bar, explore the reality of operating their hugely popular hospitality destinations.

Episode three focuses on seasonings with Dawn Smith of Pimento Hill. Dawn discusses the traditional Jamaican methods and the fine fresh ingredients that go into her sauces, seasonings and jellies, and how each of them can easily enhance summer dishes.

In episode four, Phil Crouch of Parma Ham & Patrick Martinez of The Tinned Fish Market give their tips for hosting summer events. Phil sources his sustainable cured meats and cheeses direct from producers in Italy, while Patrick works with canneries in Portugal, Spain and France to sell tinned fish in Borough Market. Together they advise on elevating entertaining with a strong selection of delicious nibbles from around the world.

Episode five sees Urvesh Parvais of Gujarati Rasoi and Salina Khairunnisa of Joli discuss what it means to serve summer street food from the heart. Urvesh offers Gujarati street fare to Market visitors while Salina specialises in Malaysian clay pot cooking. Together they sample their own dishes with Giulia.

In the same way that shoppers can ask Borough Market’s stallholders for their advice and recommendations, Borough Talks listeners will have the chance to learn from traders’ valuable expertise this summer. The series will be followed up in winter 2024, with market traders discussing Christmas dining.

All five episodes are recorded live in the Market, from the terrace of Bedales Wine Bar overlooking the Market floor, enabling listeners to sample the atmospheric buzz of London’s world-renowned historic food market.

All episodes will be available in audio form, with video clips shared on Borough Market’s social media pages.

From 30 July, the podcast is available for free on all major podcast platforms and on Borough Market’s website. To listen to and to find out more about Borough Talks, visit: www.boroughmarket.org.uk/borough-talks-podcast/

Successful applicant to lead on delivering bold, new long-term development plan for major Visitor Attraction

As the Tower Bridge Visitor Attraction embarks on its next chapter, it has created an ambitious, newly-developed long-term development plan: ‘Tower Bridge in Motion – Strengthening connections to redefine London’s leading landmark’. The plan aims to expand the Visitor Attraction’s footprint, enhance accessibility, and deepen engagement with its diverse local communities. This will include the development of community spaces, activities and charitable support. To help deliver this plan, City Bridge Foundation is proud to announce the creation of a new and pivotal role, Associate Director, Tower Bridge in Motion.

The successful candidate in the newly established role will be instrumental in driving the forward-thinking action plan. The new Associate Director will be charged with delivering on these essential values, ensuring that the Tower Bridge Visitor Attraction remains a beacon of progressive and sustainable development. The role will focus on enhancing community relations, advancing sustainable practices, promoting equity, and fostering an inclusive environment for all visitors and staff.

“We are excited to introduce this crucial position at such an exciting time for Tower Bridge Visitor Attraction,” said Chris Earlie, Tower Bridge Director. “Our long-term development plan is driven by a strong purpose, and the Associate Director will play a vital role in realising our vision for a more inclusive and sustainable future. This role will help us to ensure that Tower Bridge not only remains an iconic landmark but continues to become a cutting-edge and progressive Visitor Attraction for generations to come.”

From a historic river crossing to a multifaceted cultural icon, Tower Bridge has undergone significant transformation over its history. Through conscious development and innovative initiatives, it has evolved into a leading visitor attraction, embodying the spirit of London’s heritage while embracing modernity.

The Associate Director, Tower Bridge in Motion, will report to Chris Earlie, Tower Bridge Director and their key responsibilities within the Visitor Attraction will include:

Leading initiatives to enhance community engagement and partnerships.
Developing and implementing sustainability programmes that reduce the environmental impact of operations.
Promoting equity and inclusivity in all aspects of activities and services.
Collaborating with stakeholders to align development projects with the overarching goals of the long-term plan.

City Bridge Foundation and Tower Bridge are looking for candidates from the cultural and museums sector with a strong background in community engagement, sustainability, and inclusivity, as well as proven experience in driving organisational change. This role offers a unique opportunity to make a significant impact on one of the world’s most iconic landmarks.

City Bridge Foundation is the charity which owns and maintains five key bridges in London, including Tower Bridge. Since 1995, the philanthropic organisation has also used surplus funds to award grants to other charities across Greater London. These charitable initiatives focus on areas such as education, employment, health and community development. Through strategic partnerships and innovative grant-making, City Bridge Foundation is driving meaningful change for London’s residents.

Applications for the Associate Director role are now open. Interested candidates are encouraged to visit the Tower Bridge website for more information and to apply: https://www.towerbridge.org.uk/jobs.

Plus new limited-edition anniversary pale ale available on board to celebrate the capital’s leading River Bus service

London’s River Bus has been serving Londoners and tourists since May 1999, and is marking its silver anniversary by giving away 600 River Roamer tickets on 24 May, the official 25-year anniversary date. As well as the service’s biggest ever ticket giveaway, for a limited time over the summer months, Silver Tide, a specially commissioned new anniversary beer will be available from the boats’ onboard café bars to help celebrate this special occasion.

Every hour on 24 May, Uber Boat by Thames Clippers will be giving away 25 River Roamer tickets via its website*. These tickets offer a full day’s hop-on, hop-off service across all River Bus piers, which stretch from Putney in the West to Barking Riverside in the East. Together, 600 River Roamers will be given away, with a combined value of over £13,000.

Uber Boat by Thames Clippers will also be offering Silver Tide, a limited-edition pale ale with grape and citrusaromas and a gentle bitterness to celebrate its anniversary year. The easy-drinking ale will be on sale from 24 May for leisure passengers soaking in the riverside sights and commuters journeying home. Silver Tide is brewed for Uber Boat by Thames Clippers by London’s independent Portobello Brewing.

The past 25 years have seen Uber Boat by Thames Clippers grow from just one boat offering cross river services to a fleet of 20 high-speed catamarans serving piers across London. Over its 20-year history, Uber Boat by Thames Clippers has delivered over 60 million customer journeys. The latest, ground-breaking additions to the fleet have been three high-speed hybrid vessels, Earth, Celestial, and Mars Clipper, the latest of which joins later this spring. The first of their kind, the ferries operate solely using electric power in central London and use biofuel outside of the central zone. The vessels deliver an almost 90 per cent reduction in CO2e compared to journeys taken solely using conventional marine diesel.

As Uber Boat by Thames Clippers looks to the future, it remains committed to growing London’s river transport services, while remaining environmentally sustainable and achieving net zero by 2040. All new vessels have a future-friendly design, meaning the boats can be made greener as technology allows. The service is preparing to deliver its first fully electric boat – a Cross River Ferry between Canary Wharf and Rotherhithe – by spring 2025.

For a chance win one of the 600 River Roamer tickets visit: thamesclippers.com/25anniversary-giveaway

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 15^th year.

Hosted by the world-renowned market’s 18^th century pub – The Lamb Tavern – the annual tradition is set to take place on Tuesday 13^th 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 15^th 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

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.

The brief

WWT London engaged Barley in August 2022 to help deliver local media coverage as part of an overall communications strategy to help tackle low visitor numbers at the centre and integrate with wider campaigns.

Insights and approach

We used World Mental Health Day as a hook to highlight the increasing body of evidence showing the benefits of spending time in nature on mental health. We positioned WWT London as an ideal location to experience blue and green space and created “Wellbeing Wednesdays” meaning half price entry to visitors every Wednesday throughout October.

We engaged with local online and print media in key local boroughs that the client highlighted as priority areas and created a mailout for business partners, local authorities and key contacts.

We used World Wetlands Day to raise awareness of the importance of wetlands in fighting climate change and its role in providing a place to rest and refuel for migratory birds. Pitching to local broadcast media, we offered filming opportunities and interviews with the staff which resulted in strong features on ITV London and London Live which landed all our key messages.

The results

We secured coverage in a range of local print, online and broadcast media, including in-depth interviews with the General Manager and filming at the nature reserve with ITV London and London Live.

WWT London reported an uplift in footfall as a result of our work.

The brief

When lockdown hit, Borough Market — London’s oldest food market — saw footfall and trading conditions collapse overnight. The Market asked Barley to help it navigate the uncertainty and maintain vital income for traders while protecting its brand reputation.
Our objectives were to:

Encourage customers to visit Borough Market safely, in person and online
Build and strengthen Borough Market’s voice and community role
Champion food produced with social and environmental awareness
Promote the Market’s role as a charity and ethical landlord

Insights and approach

With fast-changing regulations and widespread public confusion, agility was essential. Barley provided strategic advice and day-to-day communications management to help Borough Market adapt at speed.

We pivoted the Market’s live events programme to digital formats, maintained audience engagement, and promoted the online shopping service to sustain traders’ businesses.
Our work also amplified Borough Market’s values through initiatives such as Feed the Frontline, highlighting its commitment to community and sustainability even in crisis.

Throughout, Barley’s integrated approach – combining media relations, digital content, and strategic counsel – ensured Borough Market stayed visible, trusted and relevant.

Results

Borough Market stayed open throughout the pandemic, and all its traders remained in business.
Online orders surged from 30 per week to 200 per day on average, while the Christmas hampers sold out two weeks early.

The Feed the Frontline campaign achieved exceptional reach — over 442 million through 58 coverage items, including major national outlets such as PA, The i Newspaper, The Guardian, The Telegraph, and Grazia.
Despite intense competition for media attention, Barley helped the Market exceed quarterly coverage and reach targets across every quarter.

The brief

Londoners use around 7.7 billion plastic water bottles every year — 10% of all litter in the Thames and a major source of ocean pollution.

Borough Market wanted to lead by example. The Market committed to becoming the first in the UK to phase out bottled water, installing public drinking fountains and setting a goal to stop selling bottled water within six months.

Our challenge was to show that putting the environment ahead of profit can be both practical and powerful — inspiring others to follow suit.

Insights and approach

Our communications strategy positioned Borough Market as a credible pioneer of sustainable retail.

We delivered an integrated PR and social campaign encouraging visitors to refill rather than buy single-use bottles, while also targeting large organisations across London and the UK to adopt similar measures.

To ensure authenticity, we contextualised the initiative within the Market’s wider sustainability journey — demonstrating that this was no ‘greenwash’ but a genuine commitment to environmental responsibility.

Strong visuals were central to our approach. We developed a bright, engaging visual identity for the fountains, including posters, floor vinyl and reusable bottles. The story was amplified through proactive media relations and a social campaign using #BoroughFountains, extending reach through user-generated content and influencer engagement.

Results

The campaign received national and international attention, with coverage from The Guardian, Mail Online, BBC, The Sun, Telegraph, Metro, and Huffington Post.

Borough Market was hailed by Mintel as “leading the way in one of four key European sustainability trends to follow for 2018”. The initiative influenced announcements from the Mayor of London, UK Government, and Network Rail, all referencing Borough Market’s leadership. Nearly a year later, media continued to call for interviews and comment — testament to the campaign’s enduring influence.

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