Case Study
FOOD & ENTREPRENEURSHIP
The world’s kindest beef
Laika announces celebrity investor for Mosa Meat
The results
4
WEEKS
59
Clippings
140M+
REACH
The brief
When Mosa Meat, a Dutch food technology company that specialises in cultivating beef, knocked at our spaceship door, the company had just recently closed their $85M series B. In order to get this meaty piece of news out they were looking for a PR agency in DACH to spread the news to national, trade, tech as well as consumer and lifestyle media and gain as much coverage as possible. If this wasn’t thrilling enough – after all, we’re talking about sustainable meat without animal harm, here! – they also had won a new co-investor and spokesperson, who happened to be an Oscar winning celebrity: None other than Leonardo DiCaprio!
The campaign
And just like that the prospect of sharing a burger made of cultivated meat with Leonardo DiCaprio one day, seemed to become a lot more realistic for the Laika crew.
But aside from being starstruck, our space dogs, which are mostly already on a mainly plant-based diet, would love to find ways to consume burgers, sausages and steaks responsibly and with a clear conscience. Therefore, this project was right up our alley!
And we got started straight away. We localized the English press announcement and made sure it aligned with German PR standards. Note here: Every country does it a little different :)
Next, we compiled an extensive list of editors and journalists from relevant media outlets we thought would love to bite into these exciting news. Spending some time on carefully selecting the right targets is key to any successful PR push. After we (pre)pitched and on the day of launch widely shared the announcement, it didn’t take long for the coverage to trickle in. Among many others we secured contributions in some of Germany’s biggest media outlets such as RTL, Stern and Spiegel.
We can’t wait for more breaking news and developments in the field of sustainably sourced and grown meat, and look forward to continuing our collaboration with the Mosa Meat team in the future!
Selected Media
Thank you, Mosa Meat!
It’s been a real treat working with you!