The Brief

In just six weeks and under Covid restrictions, create a global impact for the launch of GOOD Meat, Eat JUST’s lab-grown, cruelty-free chicken, the first cultured meat in the world to receive regulatory approval.

The Results

To mark this world-first and Singapore-first milestone, UC launched an intensive media relations campaign that involved securing C-suite interviews with top outlets including AFP, BBC, Bloomberg, CNA, CNBC, SCMP and WSJ, resulting in upwards of 150 media placements.

In partnership with AWETHENTIC studios, UC also organised a series of educational immersive dining experiences for media and KOLs at private members’ club 1880, the first location in the world to sell cultured meat.


1.2 billion

Impressions in six weeks