Tata Steel UK is a leading steel manufacturer with a clear ambition: to achieve net-zero steel production by 2045 and reduce CO₂ emissions by 30% by 2030. In 2024, the company announced a landmark £1.25 billion investment – supported by up to £500 million from the UK government – to build a state-of-the-art Electric Arc Furnace (EAF) at its Port Talbot site. This marks a transformative shift in UK steelmaking, significantly cutting emissions and further increasing recycled content.
The “Electrifying Packaging Steel” campaign showcases Tata Steel UK’s leadership in low-carbon innovation for the packaging sector. EAF technology will deliver high-quality, food-safe steel with at least 50% recycled content and 50% lower emissions -helping canmakers, FMCG brands, and retailers meet sustainability goals without compromising performance.
TALA, which has been Tata Steel UK – Packaging’s communications partner for over eight years, has played a central role in shaping and amplifying this message with Industry Branding creating the branding and campaign visuals.
TALA ensured strong business-as-usual engagement while positioning the EAF transition as a key solution for decarbonising the packaging industry. It also reinforced the strategic role of the Trostre Steelworks in Llanelli to deliver sustainable packaging steel.
The team secured 59 pieces of targeted trade media coverage, reaching nearly one million in circulation, across key titles such as Canmaking News, The Grocer, Packaging News, and Cantech International, where Tata Steel now holds a seat on the editorial board.
Additionally, to support this shift, TALA launched the Tata Steel UK – Packaging LinkedIn page, achieving an exceptional 15.5% engagement rate – far above the 1–3% industry average – and attracting 600 followers in six months.