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Hoxton Farms wanted to show regulators, commercial partners and a sceptical public that cultivated fat is safe, scalable and – most importantly – tasty.
Cultivated fat is a significant breakthrough in the taste of meat alternatives, but it faces visibility, credibility and educational challenges amongst the general public and mainstream media.
The goal was to make a pilot facility launch in London not just a company milestone, but a cultural moment that could put cultivated fat on the map.
To spark interest in a niche product, we put tangibility at the heart of the campaign. We developed a media-first strategy built on access, experience and trust – starting with exclusive in-person tours of Hoxton Farms’ London facility.
We invited national journalists including The Times, The Economist and Sky News’ Climate Show to meet the co-founders, tour the lab and taste the product. These briefings gave the brand an edge, offering rare insight into a biotech facility, and the chance for journalists to demystify cultivated fat through direct experience.
Creating a memorable, cultural moment
We positioned the launch as part of the UK’s biotech story and food future, spotlighting Hoxton Farms at the intersection of innovation and entrepreneurship. To boost human interest, we leaned into its co-founders’ story: childhood friends turned biotech entrepreneurs. This appealed to key journalists across science, food, investment and start-ups media.
Coverage was further strengthened through targeted storytelling across top-tier outlets, and strong alignment with timely societal conversations around sustainable food, regulation and scale-ups.
The campaign successfully transformed a niche biotech launch into a national conversation. And, by pairing experience-led storytelling with strong science communication, we helped Hoxton Farms shape the cultivated fat category and claim a key leadership position early in its development.
In the first month alone, we achieved:
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