Posted 1 March 2016
The campaign delivered on so many levels."
The outstanding imagination behind and impact of the Edible Bug Challenge, run by Harper Adams University in 2015, has received recognition in the Guardian University Awards.
Harper Adams is one of three universities shortlisted for the 2016 Marketing and Comms Campaign award, which will be presented on March 16 in London.
The award will go to the campaign the judges deem to have employed innovative techniques to impart a clear message, which engaged its target audience and raised the profile of the university or showed the university in a new light.
The Edible Bug Challenge was devised, developed and delivered by the university’s small marketing team, on a very low budget. More than 5,000 visitors to 10 agricultural shows throughout the UK and Ireland rose to the challenge of eating small, medium and large insects.
Director of Marketing and Communications, Lorraine Westwood, said: “The challenge gave us the chance to highlight our entomology – study of insects – courses, as well as the need to secure future food supplies by developing alternative sources of protein.
“The campaign was embraced by staff across the institution and our students. And it delivered on so many levels – it was enjoyed by everyone from toddlers to pensioners, we achieved a tremendous rise in engagement at shows, and it secured extensive media coverage of the university. The challenge was even undertaken by DJ Scott Mills!
“Edible Bugs 2015 was so successful that we are taking the Extreme Bug Challenge on tour in 2016. Previous contestants will be more than welcome to come and super-size their bug feast with some bigger, and crunchier, insect offerings in store!”
The Edible Bug Challenge has also been short-listed for a Chartered Institute of Marketing Award.