300 pieces of coverage in 18 months, including The Times, WIRED & The BBC.

Service: PR

The brief

Meatly, the first company in Europe approved to sell cultivated meat and the first globally to sell cultivated meat pet food, needed to build awareness of cultivated meat in the pet food industry and position itself as a trailblazing business in a new category.

What we did

33Seconds supported Meatly in developing its PR strategy and narrative, built around Meatly's low-cost, faster route to market approach — the USP that differentiates it from other cultivated meat companies. This positioning underpinned media and speaker opportunities around key milestones, including Meatly's regulatory approval announcement and its first consumer product launch.

The result

Over 18 months, 33Seconds secured 300 pieces of coverage for Meatly, including The Times & Sunday Times, WIRED, The Guardian, Sifted, BBC, FT, The Daily Mail, The Mirror and The New York Times, alongside coverage in the US, EU and Japan.