Client: Ivy Farm
Project: Cultivated Meat Comms

Not many companies can claim that its product is going to revolutionise one of the world’s largest and most polluting industries - but Ivy Farm can.

The food tech startup is producing delicious and sustainable guilt-free meat - created in a lab so it’s better for people, animals and the planet. If adopted at scale, it’s estimated that cultivated meat will greatly reduce the harmful impact and emissions caused by industrial agriculture and change the way we feed the world for the better.

But before we get there, there’s a huge education and behavioural change shift that needs to happen. To set this in motion, 33Seconds were briefed to raise awareness among investors to help Ivy Farm attain funding at scale and grow operations ahead of a planned consumer product launch in 2025. The company also needed to educate consumers in the run up to this, as well as understand the right comms approach to scaling up production overseas.

To achieve this, 33Seconds is providing the full spectrum of PR and social comms support, including strategy, audience insight and brand positioning, which then informs activity such as media relations, events & speaker support, thought leadership and community management.

So far, key speaker opportunities have been secured and managed at events including COP26 and WebSummit and media coverage has spanned top-tier national outlets including CNN, The Guardian, The Independent, The Sunday Times and New Statesman. As well as this, engagement and follower numbers have increased significantly across the company’s social channels.