This week, we helped our client A.T. Kearney cook up an interesting piece of research about the global meat market. In particular, how vegan alternatives and so-called ‘cultured’ or ‘slaughter-free’ meat will fire up the industry and make up 60% of the market by 2040.

We’ve had absolutely fantastic results, securing coverage in BBC Radio 4 and the front page of The Guardian, as well as hits in Telegraph, Daily Mail and The Independent, to name just a few! Aside from a ‘meaty’ story, we believe there’s a holy trinity of ingredients that makes for a successful story.

  1. Fire up your consumers

Good stories are memorable and emotionally engaging. The most successful stories balance emotion with just enough information to appetize the reader into acting in a way that pure facts just can’t.

  1. An environmental base layer

Being able to appeal to a generation who are hungry for environmental causes meant the story was able to resonate and connect with many. We’ve seen the story shine on social, particularly with vegetarian and vegan influencers playing a big part in the reach of our story.

  1. The icing on the cake

Food scientists and innovative start-ups have shaken up the sector in the past few years, finding amazing new ways to create faux meat. This week, plant-based meat substitute company Beyond Meat found its shares falling 24 per cent as competitors like Impossible burger amp up the competition. The story made for a timely release giving our story that extra crunch!

We’re excited to bring new developments in the months to come from A.T. Kearney, if you’re curious about the research, take a look here.