In September 2021, San Francisco Agency was tasked with running an international PR campaign concerning the breakthrough innovation of VTT Technical Research Centre of Finland of successfully producing coffee cells in a bioreactor through cellular agriculture. VTT’s goal was to increase awareness of the organization’s research and development expertise in the international market.
San Francisco’s team sparred VTT’s experts and communications team in sharpening the news angle of the story for international media, targeting the world’s leading mass media outlets and trade media. After putting together media lists, San Francisco pitched the story to a handful of selected journalists and distributed the press release.
The campaign resulted in more than 700 media hits to date and several interviews. Outlets that covered the story include some of the world’s most well-known media, such as The Guardian, Fast Company, CNBC, The Telegraph, Reuters, Daily Mail, and The Smithsonian Magazine. The campaign’s visibility also brought several inbound sales leads to VTT. The campaign won the B2B Launch category at the 2022 Finnish Comms Awards.