Immediate Media and Ramblers partner to keep Britain walking


Immediate Media Co, the special interest content and platform company, has announced the launch of a six-month partnership with the Ramblers and independent creative media agency Love Sugar Science.

Under the terms of the deal Immediate will promote Ramblers’ Let’s Walk Together’ campaign to encourage people to pledge to walk a certain amount of miles in 2022.

Ramblers campaign

Following the last two years which have seen millions more walkers take to the countryside and explore Britain’s natural beauty, the ‘Let’s Walk Together’ campaign, fronted by television presenter and farmer, Jimmy Doherty, aims to encourage people to pledge a certain number of miles that they will walk in 2022, emphasising that even a short stroll is every bit as important as a five mile hike.

People can pledge how many miles they are going to walk at, the campaign’s content hub created by Immediate’s creative team, Imagine. 

Everyone pledging miles will be entered into a prize draw for a monthly prize of a £100 voucher for hiking gear or a main prize of £1,000 towards a walking holiday.

The campaign will be promoted in advertising across Immediate’s market-leading brands, including BBC Countryfile magazine, BBC Wildlife magazine, BBC Good Food magazine. olive, BBC Gardeners’ World magazine and 220 Triathlon.

As well as raising awareness of the Ramblers’ work, the Let’s Walk Together microsite features articles to help walkers get more out of their journeys, created specifically to resonate with Immediate’s special-interest audiences including foodies, young parents and naturalists. 

A number of videos seeded across Immediate brands’ social accounts will drive to the site, featuring Jimmy talking with the Ramblers about their work and passion for the countryside.

Independent creative media agency Love Sugar Science led the campaign’s communications strategy with the objective of bringing a fresh approach to shaping and delivering the Ramblers story by leveraging the voice of trusted and respected editorial brands.

Enthusing the nation

The campaign aims to enthuse the nation with a love for walking outdoors, and amplify the Ramblers’ aim for better access to green spaces for all and to improve the nation’s health and spirit through walking.

The Ramblers Let’s Walk Together campaign runs in Immediate’s portfolio of brands from February to August 2022.

Carol Flint, head of brand at the Ramblers, said: “The Ramblers does fantastic work to protect Britain’s paths, track and trails but it goes unnoticed by so many.  

“This partnership is a fantastic opportunity to shine a light on that work and show that the Ramblers is about so much more than just walking groups.

“We chose Immediate as our partner because we knew we could grow closer to their engaged audiences and tap into their passion for walking.”

Jonathan Bown, Immediate’s Commercial Content Director, said: “Immediate’s brands create happiness for their audiences’ everyday by helping them do the things they love, whether that be through cooking, gardening or enjoying the great outdoors. 

“Our partnership with the Ramblers is a natural extension of this. 

“Many people have rediscovered the benefits of walking during the pandemic and we hope the Let’s Walk Together campaign continues this and raises awareness of the important work the Ramblers do to make our world-class network of pathways accessible to all.”

Nik Wheatley, Co-Founder at Love Sugar Science, said: “Our strategy created moments where we could help bring the work of the Ramblers to life in technicolour through aligning with their passions in content, but also ways to support ongoing participation in walking by creating moments of action. 

“The new brand identity gave us a real opportunity to grow appeal amongst key recruitment audiences but we needed to work hard to overcome a significant share of voice deficit and stimulate interest in an organisation working in the same field as some of the UK’s most famous names in nature.”

Jimmy Doherty, television presenter and farmer, said: “I think it’s important that we celebrate our countryside, and joining the Ramblers is a great way of doing that. 

“Going through the countryside, through the highways and byways, the tracks and trails, walking along the rivers, are all a great way to engage with our natural environment. 

“Also, the importance of outside activity has been really heightened since the pandemic. Not everyone wants to go to the gym, or fork out for expensive exercise bikes. 

“Simply going for a walk is really good exercise and taking a break from the normality of life is key.”