Tag Archives | innovation

Changing attitudes towards insect protein


Innovia Technology provides innovation consultancy for the world’s best known brands but most of its work is highly confidential.  Its brief to Holdsworth Associates was to gain profile for its expertise in food technology without mentioning a client.


Insects could provide a sustainable source of protein but there are many hurdles to overcome – including the ‘yuck’ factor. Innovia has specialist knowledge of behavioural science and food processing and its consultant Greg Dickens, was passionate about the potential of insects to fill the protein gap.  So we developed a story about how insect protein could be processed into textured protein chunks to overcome consumer resistance.


To gain a hook for the story we teamed up with Harper Adam University who had just issued an ‘Edible Bug Challenge’ at the agricultural show ‘Cereals’. Using third party comment provided endorsement for the story. We contacted trade, broadcast and regional media and sold in a story about how consumer objections could be overcome and the technical issues resolved to make insect protein a viable option – offering the enticement that Greg was prepared to eat insects on request!


Innovia media relations - Changing attitudes towards insect protein


A fun presentation communicated a more serious message and gained profile for Innovia as an innovator in food processing

Coverage included:

  • A range of food technology titles in print and online
  • Broadcast pieces on ITV Anglia and Cambridge TV
  • Regional coverage

Created opportunities for Twitter and a reason for Innovia’s business development to contact key targets.

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Promoting the Cambridge Phenomenon

Brief and Objectives

In their latest book about the ‘The Cambridge Phenomenon’. Charles Cotton and Kate Kirk wanted to stress the international impact of Cambridge ideas. Holdsworth Associates was asked to create a story to attract media coverage and add value to the event.


The concept of the Cambridge Phenomenon’ has been discussed at length and frequently the city is criticised for creating ideas not businesses.  This view is outdated, so HA proposed to use a photograph of the new Cambridge skyline of cranes, to create an alternative image for the city.  We also invited spokespeople who have set up successful international businesses, or been the reason for multinational companies setting up R&D facilities in the cluster, to speak to the media at the launch.

Tech companies with different types of  international impact were sourced and  interviewed to gain case-studies. They were also  invited to bring demonstrations to the launch event to create filming opportunities for broadcast media and interest for attendees and journalists.

Business, finance and technology publications were targeted, alongside local and national outlets.


We developed stories with William Tunstall-Pedoe; the man behind Amazon Echo’s ‘Alexa’ software, Sebastian Manhart of Simprints, Professor Andrea Ferrari of the Cambridge Graphene Centre and Professor Chris Lowe of the University of Cambridge.

We commissioned a photograph of the new Cambridge Skyline to demonstrate visually the ‘new Cambridge’.

Content was produced on each of these contributors, with diverse press releases. Holdsworth Associates kept in contact with these organisations as the process unfolded, providing details of the event and organisation for the demonstration desks, wireless access etc.

The Cambridge Phenomenon - Global Impact book launch
Cambridge Phenomenon Global Impact book launch and media relations



The launch of the ‘Cambridge Phenomenon’ gained strong coverage in the national, broadcast and online media.

Selected coverage

  • The Times
  • BBC News
  • Cambridge TV
  • Science|Business
  • Engineering & Technology magazine
  • Business Weekly

Participating companies also benefited from wider coverage and gained stories for their websites and content for Twitter and social media outreach.

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Gaining profile with investors


Cambridge company CBL had developed a new technology that could spray dry vaccines, allowing them to be stored at room temperature without the need for refrigeration.

The technology had huge potential, but the challenge was how to reach and influence high net-worth individuals and encourage them to invest in a new vaccine technology.

How we did it?

Holdsworth Associates developed a communications campaign that would reach the hearts and minds of potential investors.

A story was created based on ‘developing world first’ market strategy. It clearly showed how the technology could save the lives of 10 million children within the existing aid budgets by removing the wastage in current vaccine programmes.

An animation was created for use by the broadcast media, and to embed online to explain the technology to potential investors.


  • Widespread international exposure, including extensive coverage on the broadcast news programmes
  • The Minister for overseas development spoke on the subject, citing our vaccine argument
  • As a result CBL attracted the largest ever Angel Syndicate (high net worth individuals) and millions of pounds of funding

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