Applegreen: BioDive primary schools programme

Applegreen is a major Irish petrol forecourt retailer with a significant and growing presence in the UK, and an evolving presence in the US. A vital, and increasing focus of Applegreen’s communication strategy revolves around the company’s sustainability vision and strategy to stakeholders including media, customers, and employees.

We developed BioDive, a five-month campaign that highlighted the importance of Irish Biodiversity for current and future generations. The key would be interactivity – getting as many schools, teachers, students and families as possible involved and encouraging them to participate by collecting stickers at their local Applegreen outlet.

To enhance the credibility of the campaign, we secured a high-profile BioDive ambassador in Éanna Ní Lamhna, a recognised expert in biodiversity, who fronted all communications and marketing activity including radio and PR. All messaging linked back to Applegreen’s Drive Change strategy, reinforcing the company’s environmental credentials wherever possible.

With participation limited to 124 schools (one school per Applegreen outlet), phase one took place during the first half of 2022, with Spa National School in Tralee winning the top prize of a biodiversity garden worth €10,000 completing our BioDive activity.