Client: Meatly

Meatly is the first company in Europe to gain approval to sell cultivated meat and the first globally to sell cultivated meat pet food.

As part of its work with cutting-edge climate focused companies, 33Seconds has partnered with Meatly to help build awareness of cultivated meat in the pet food industry and position the startup as a trailblazing business. 

To achieve this, 33Seconds has supported Meatly in developing its PR strategy and narrative, highlighting its low-cost, faster route to market approach - a key USP which sets the business apart from other cultivated meat companies. 

This positioning has been used as the basis for subsequent media and speaker opportunities, including milestone news moments such as Meatly’s regulatory approval announcement and the company’s first consumer product launch. 

Over the past 18 months, since January 2024, almost 300 pieces of coverage have been secured, including key news and features with The Times & Sunday Times, WIRED, The Guardian, Sifted, BBC, FT, The Guardian, The Daily Mail, The Mirror and New York Times. 

As well as this, global hype and excitement for cultivated meat pet food was built with publications across the world, including in the US, EU and Japan.

The above results have raised Meatly’s profile among prospective brand partners, as well as investors and consumers, helping  to educate them about the benefits of cultivated meat for pets and the impact of this innovation on people, animals and the planet more widely.