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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

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. 

19

pieces of coverage

10m

opportunities to see/hear

“

It has been an absolute  delight working with Barley, sharing your enthusiasm and brilliant ideas. I truly wish we could have implemented it all. We have learned a lot from you about best practice and how to stand out from the crowd. Thank you so much for the great service.

Angelica Teixeira

Marketing and Comms Manager, WWT London Wetland Centre   

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.

  • 200

    online food orders per day (up from 30 per week)

  • 549

    items of coverage over three quarters (more than double our target)

  • 1.2bn

    opportunities to see and hear

  • 275k

    average weekly reach on Instagram

  • 115k

    average weekly reach on Facebook

  • 29k

    average weekly reach on Twitter

“

The Barley team has provided invaluable support to Borough Market throughout the pandemic. They have been responsive and agile at every step – keeping our customers abreast of developments in safety measures at the Market and raising awareness of our support for local community and frontline workers. On top of that they’ve delivered unprecedented levels of coverage of our online events and shopping service, which has helped keep our traders afloat in these challenging times.

Kate Howell

Director of Communications and Engagement, Borough Market.

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.

  • 107

    pieces of coverage

  • 372m

    opportunities to see/hear

  • 30,000

    shares of The Guardian article on social media

  • 66,000

    views of the BBC London video on Facebook

  • 6,000

    people per week using Borough Market drinking fountains

“

Barley were the natural choice for us when looking to launch our public water fountains and becoming the first Market to phase out the use of single use plastic bottles. The team at Barley swiftly developed a great understanding of our organisation, our values and objectives. They worked with us to develop a brand identity and campaign in a very short time scale and the results speak for themselves – national and international print, online and broadcast coverage which far exceeded our expectations.

Kate Howell

Development and Communications Director, Borough Market

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